Nature Valley to sponsor First Tee Open at Pebble

March 07, 2011
PGA TOUR staff

MONTEREY, Calif. - The PGA TOUR's Champions Tour, The First Tee and Monterey Peninsula Foundation announced Monday that Nature Valley®, a General Mills brand, will be the new title sponsor for the annual tournament at Pebble Beach. Traditionally held Labor Day weekend, this year's Nature Valley First Tee Open at Pebble Beach moves to July 8-10.


Entering its eighth year, this unique event features The First Tee participants and amateurs competing side-by-side with Champions Tour players at the renowned Pebble Beach Golf Links and Del Monte Golf Course. The Nature Valley First Tee Open at Pebble Beach serves as a showcase for The First Tee, a youth development organization dedicated to impacting the lives of young people by providing educational programs that build character, instill life-enhancing values and promote healthy choices through-golf.

"The Champions Tour is thrilled to welcome General Mills and its Nature Valley brand as title sponsor of the Nature Valley First Tee Open at Pebble Beach," said Mike Stevens, President of the Champions Tour. "This is one of our players' favorite events, showcasing the best of the Champions Tour and outstanding young people from The First Tee program."

"Nature Valley is pleased to continue its long-standing relationship with the PGA TOUR and provide support for The First Tee event," said Jon Nudi, President, General Mills Snacks Division. "We are also very excited to expand our relationship with The First Tee and help them advance their terrific initiatives."

The 2011 Nature Valley First Tee Open at Pebble Beach will air on Golf Channel all three days. Ted Schulz is the defending champion, claiming his first career victory on the Champions Tour at Pebble Beach last year. Past champions include major championship winners Hale Irwin, Jeff Sluman, Craig Stadler and Scott Simpson.

"This tournament has been an incredibly important vehicle for The First Tee over the years, both in terms of creating an occasion for some of our most deserving participants to earn an opportunity of a lifetime, and the stage it provides to share participant stories and the mission of The First Tee," said Joe Louis Barrow, Jr., CEO of The First Tee. "We are delighted that Nature Valley will come in as a multi-year title sponsor of the event, and thank them for their commitment to the event and to The First Tee. We've had the pleasure of working with them in years' past and are excited to have this partnership as we launch our Nine Healthy Habits program curriculum."

"Nature Valley is a perfect fit for The First Tee Open at Pebble Beach," stated Monterey Peninsula Foundation Vice Chairman Peter Ueberroth. "The folks at General Mills care about wholesome, healthy kids as much as we do and they embrace the Core Values that The First Tee is instilling in the next generation ... as well as the new Nine Healthy Habits initiative."

"We are thrilled they have decided to support this event and we look forward to a successful partnership well into the future," added Board Chairman Clint Eastwood.

The tournament sponsorship expands Nature Valley's involvement with the PGA TOUR. An official marketing partner of the PGA TOUR since 2000, Nature Valley is the "Official Natural Energy Bar of the PGA TOUR, Champions Tour and Nationwide Tour." Since entering the marketing partnership, Nature Valley has expanded its involvement through PGA TOUR-themed promotions, sampling opportunities at more than 35 tournaments and other PGA TOUR-related outlets each year, the PGA TOUR Caddy Hat Program and, most recently, the introduction of the "Nature Valley Amateur," a series of national amateur golf events at 20-plus of the TOUR's TPCs.

For more information or to purchase tickets for the Nature Valley First Tee Open at Pebble Beach, please visit