All the events on the PGA Tour are reputed and profitable; hence, many brands want to associate with them by sponsoring them and increasing their own value. And the Tour is about to get a new brand to sponsor one of their tournaments.

As the ship of the agreement is rocking hard in the turbulent sea of uncertainty, they have found something to be happy about: the Palm Beach County golf tournament, which is known as the Honda Classic, will soon get a new sponsor.

PGA Tour to join hands with a new brand as title sponsor

The Honda Classic, which is hosted in Palm Beach, will have its new title sponsor, Cognizant, which is an American multinational information technology services and consulting company. According to the league, they will be entering into a long-term deal with them. Cognizant became a Fortune 500 company in 2011; in 2021, the company is currently ranked 185 and has a whopping 32.56 billion in net worth!

Surprisingly, this is not Cognizant’s first interaction with the golf world. It is already a global partnership for the Presidents Cup and is a title partner of the LPGA’s Founders Cup. Always starred by one of the biggest names in golf, the event has a huge fan following. Since 2007, the event has been played at the PGA National Resort in Palm Beach Gardens.

The Tour recently even gave an interview to the Palm Beach Post in which they said, “For fans and the community, the long-term future of The Classic in The Palm Beaches—one of the premier sports and entertainment events in the region—is secure. The PGA Tour is in the final stages of securing a title sponsor and transitioning operators, where the longstanding commitment to charitable giving working closely with Children’s Health Care Charity, Inc., will remain a pillar of the event.”

Seeing as the proceeds will go towards children’s health care charities, Jack and Barbara Nicklaus, who also run a foundation for the same cause, also released a joint statement in which they said, “We are happy to hear that there will be a continued commitment to helping countless important causes, including our Nicklaus Children’s Health Care Foundation.”

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The news comes at a time when the Tour could certainly use a win, considering a lot of dark clouds loom over its future, especially in relation to the merger with LIV!

The current problems regarding the LIV-PGAT merger

The $3 billion merger that shocked the world during the summer was supposed to be formulated by the end of this year. But as per reports emerging from The Mirror, the framework agreement will extend beyond its assigned date of December 31st. Apparently, there are various complications.

Firstly, the Senate is continuing with its investigation of the merger and has not given any indication of a clean chit. And it is expressed by the Saudis that they are not happy with many terms of the framework where they might be relinquishing control.

With so much bad blood between both parties, finding common ground seemed to be a tough task. However only time will tell if they are able to work around that!

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