American Express to become new title sponsor for The Desert Classic
September 02, 2019
By Staff, PGATOUR.COM
- September 02, 2019
- The Desert Classic has a new title sponsor and new name as it prepares for the 2019-20 Season. (Donald Miralle/Getty Images)
The PGA TOUR’s longstanding tournament in La Quinta, California, has a new title sponsor and new name as it prepares for the 2019-20 Season.
Through a multi-year agreement with American Express, what had been conducted as The Desert Classic this past season will be known as The American Express moving forward. The 2020 tournament is scheduled for the week of January 13-19.
“American Express’ new multi-year partnership with this historic event on the PGA TOUR is a perfect match,” said Stephen J. Squeri, Chairman and CEO of American Express. “Golf consistently ranks as one of the top passions of our Card Members, and provides some of the most exciting experiences at some of the best venues the game offers. We’re looking forward to making The American Express a ‘must-see’ event for fans and Card Members alike.”
The American Express will give the company the opportunity to back Card Members and fans at this historic tournament, as the PGA TOUR begins its 2020 West Coast Swing. As a Pro-Am, it also will offer a unique golfing experience for customers and clients alike.
“We are extremely pleased to welcome American Express as the new title sponsor for what will be known as The American Express,” said Tyler Dennis, Chief of Operations for the PGA TOUR. “With its historic connection to the great Bob Hope, the tournament has been a popular fixture in the Palm Springs area since 1960 and holds the distinction of being one of two PGA TOUR tournaments where amateurs actually play during tournament competition. Through this new relationship, The American Express will continue as an important part of the West Coast Swing.”
American Express has supported golf for decades, including sponsorship with the U.S. Open for 13 years, recognizing golf is a sport its customers are passionate about. American Express views the sponsorship as a unique opportunity to engage its Card Members, clients, merchants and the local community.
Since its introduction in 1960 as the Palm Springs Golf Classic, the tournament has generated approximately $60 million for numerous non-profit organizations in the Coachella Valley that enrich the lives of Valley residents.
In 2012, the tournament adopted the current format of a four-day tournament with the first three rounds played in a pro-am format; the pro-am teams consisting of one professional and one amateur playing in groups of four; and for each day of the three round pro-am competition, the professional playing with a different amateur partner. While all amateurs compete in daily competitions as well as an overall, three-day competition, the experience became even richer for six of the amateurs beginning in 2014, as the top three gross and top three net leaders through three rounds now advance to compete during Sunday’s final round, playing individual stroke play.
The tournament has continued to honor the memory of Bob Hope, who became the tournament host in 1965 and was a constant presence throughout the years until his passing on July 27, 2003 at age 100.