Sentry Insurance has ensured that it will remain associated with US golf’s elite PGA Tour, taking up title sponsorship of the series’ annual Torrey Pines event.
That tournament, most recently known as the Farmers Insurance Open, takes place at the Century Club of San Diego.
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With Farmers Insurance’s title sponsorship rights expiring following the recent 2026 edition (on February 1), Sentry Insurance will take over the rights and going forward, the event will simply be known as ‘The Sentry’.
This ensures that Sentry’s long streak of event title sponsorships on the PGA Tour remains unbroken.
Since 2018, Sentry had title-sponsored the event known as ‘The Sentry’, previously the ‘Tournament of Champions’, which was hosted at the Plantation Course at Kapalua, Hawaii.
In recent years, as wildfires have devastated the landscape of Hawaii, environmental concerns around the PGA Tour’s Hawaii swing have escalated, leading to the tour scrapping the swing altogether this past April.
Sentry Insurance had agreed a contract to title sponsor ‘The Sentry’ through 2035, so given that the tournament’s existence was cut short, it appears that the title sponsorship designation has been transferred to the San Diego event instead.
The 2025 edition of ‘The Sentry’ was upgraded to the classification of a PGA Tour ‘signature event’ (a designation held by eight marquee tournaments), boasting increased prize money (up to $20 million) and prizes for competitors.
The PGA Tour has not yet confirmed whether or not the Torrey Pines event will receive a similar designation with the move from Sentry, especially given that the signature designation was transferred elsewhere this season with the cancellation of The Sentry.
Beyond 2027, the PGA Tour calendar remains up in the air, meaning The Sentry could return to signature designation at that point, if not sooner, something that is likely to be a priority as Sentry is a major financial backer of the Tour.
Speaking on the deal, PGA Tour chief executive Brian Rolapp said: “For 75 years, the PGA Tour has hosted elite competition in San Diego, including the last 60 at revered Torrey Pines, and we are proud to build upon that legacy and longtime philanthropic impact with our partners at Sentry Insurance.
“We are pleased to have the support of Sentry and the Century Club of San Diego to further grow what fans and players have long recognized as one of our game’s most celebrated venues and events.”
The first edition of ‘The Sentry’ at its new home in San Diego will take place on January 25, 2027, running through January 30.
The Torrey Pines event has existed on the PGA Tour under one moniker or another for the past 60 years, and is one of the most prominent courses on the circuit.
