American Express to become new title sponsor for The Desert Classic
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.
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John Patrick Daly by Coachellavalley.com
This desert classic will be played for the 61st time in January 2020, beginning the tour’s West Coast Swing, it will do so with a new name and title sponsor.
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.
“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 the TOUR 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.”
Desert Classic by Coachellavalley.com
“This is absolutely the best sponsor we could ask for,” said Jeff Sanders of Lagardere Sports, the company that operates the tournament for Desert Classic Charities.
“This is the best news we have received since we took over the opportunity to run this event. American Express is an iconic global brand that transcends quality. We could not be more excited.”
Desert Classic at PGA West by Coachellavalley.com
The first PGA Tour event of the new calendar year played in the mainland United States was played without a title sponsor last year following the exit of CareerBuilder from their involvement. CareerBuilder funded the event, but, after announcing their intention to end a three-year run as sponsor two months before the tournament, did not have their name on it.
Phil Mickelson headlined as the unofficial host, while Justin Rose, Jon Rahm and Patrick Reed were among the bigger names to compete at PGA West’s Stadium Course, which leads a three-course rotation for the tournament.
Golf Channel broadcasts all four rounds of the pro-am-style event.
American Express, whose history dates back to 1850, has been heavily involved in golf. They have sponsored events around the world and, in recent years, have worked with the USGA on several initiatives for cardholders.
PGA WEST
The pro-am nature of the tournament will continue under the new deal, and the tournament rotation will continue with two courses (Stadium Course and Nicklaus Tournament Course) at PGA West, as well La Quinta Country Club.
Adam Long celebrates winning the final round of the Desert Classic at the Stadium Course at PGA West in La Quinta on Sunday, January 20, 2019. (Photo by Jennifer Cappuccio Maher, Inland Valley Daily Bulletin/SCNG)
American Express will take some unspecified number of the 156 available pro-am spots and reserve those for clients.
Adam Long will defend his title Jan. 16-19, after edging out Adam Hadwin and Phil Mickelson to win his first PGA Tour event.
The 2020 tournament is scheduled for the week of January 13-19.
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