PURE Insurance has renewed its title sponsorship of the PURE Insurance Championship on the PGA Tour Champions, extending the partnership through 2029.
The company has been title sponsor since 2017, using the event as a platform to grow brand awareness and strengthen its positioning in the high net worth insurance market.
The announcement comes in the middle of this year’s tournament.
The tournament stands out for its format, pairing 80 PGA TOUR Champions professionals with 80 junior golfers from youth charity First Tee, alongside 160 amateurs.
While many in the golf world are anticipating Tiger Woods’ eligibility for the senior circuit in just three months, PURE’s decision to renew wasn’t driven by that prospect.
“For the kids, it would be phenomenal if Tiger is here,” said Martin Leitch, CEO of PURE Insurance. “But Tiger would just be a plus. It’s not the reason why we do this.”
Alongside the AT&T Pebble Beach Pro-Am, the PURE Insurance Championship helps generate millions annually for First Tee and other non-profits. Each year, First Tee selects junior participants based not only on their golf ability, but also their demonstration of the life skills and values championed by the organisation.