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Honda Classic will lose longest running title sponsorship after 2023

PALM BEACH GARDENS, Fla. — The Honda Classic will get a new name after next year’s tournament.

PGA Tour event executive Andrew George told WPTV on Thursday that the Palm Beach Gardens-based tournament will lose its longstanding sponsorship with Honda after next year’s contest.

“We so appreciate 42 years of title sponsorship of the Honda Classic by American Honda,” George told WPTV in a statement. “Their unwavering support has helped us raise over $60 million for local children’s charities and allowed us to grow our on-site attendance to over 200,000 customers annually. Our entire community sends a huge thank you to them. .”

Jeff Romance

Daniel Berger hits from the sixth green during the second round of the Honda Classic golf tournament, Friday, Feb. 25, 2022, in Palm Beach Gardens, Fla.

RELATED: The History of Honda Classic in South Florida

It is the PGA Tour’s longest running unbroken sponsorship deal, having kept the Honda name since 1982.

Founded in 1972 as Jackie Gleason’s Inverrary Classic, the tournament moved from Broward County to Palm Beach County in 2003 and has been played at the PGA National Resort & Spa since 2007.

“Everything will remain the same for our 2023 event as we pay tribute to Honda one last time,” said George. “We are also set to work on solidifying a new sponsor for 2024 and beyond. We have a lot of momentum, from the Palm Beach County market to our growing charitable impact through the Nicklaus Children’s Health Care Foundation, led by Jack and Barbara.”

Honda released the following statement about the tournament:

“Honda has made the difficult decision to end our 40+ year sponsorship of the Honda Classic with deep gratitude to the South Florida community that hosted our tournament, the volunteers who made it a success, the loyal fans who added so much energy to the event and the community organizations we were so honored to support.

We are proud of the work we have done over the past four decades to contribute to the health and well-being of children in South Florida and beyond, enabling Children’s Healthcare Charity to raise over $60 million. in charitable contributions that go directly to organizations such as Nicklaus. Children’s Health Care Foundation, which we were able to help start in partnership with our friends, Jack and Barbara Nicklaus.

When Honda became the title sponsor of the Honda Classic, the company was preparing to manufacture the popular Accord for the first time in the United States. At that time, Honda aspired to become a household name and has since achieved that goal. As a result, the role of the Honda Classic in our marketing strategy has evolved and we have decided to end our sponsorship of the event.

Honda remains committed to its role of supporting communities across America through a new corporate social responsibility (CSR) vision announced in November 2021, which creates more targeted funding opportunities for community organizations aligned primarily around five key pillars: education, environment, mobility, circulation. Security and Community. You can read more about this strategy here.

We also appreciate our relationship as a PGA TOUR Marketing Partner over the past 42 years and the opportunities this has provided Honda. Now, as our marketing mix has evolved, Honda is focusing on other tools to introduce our brand to consumers and create the kind of customer experience that will build lifetime owner loyalty. »

The Honda Classic final will take place from February 23 to 26, 2023.


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