End of big sponsorship! Traditional Honda Classic at the PGA ends after 40 years

Japanese carmaker Honda has decided to take an unexpected step. When its current contract with the PGA Tour expires this year, it will not sign another sponsorship from March 2023. This ends the longest partnership in PGA Tour history, which has lasted more than 40 years. February’s tournament, The Honda Classic, will be the last.

One of the most prestigious tournaments on the PGA Tour has been played since 1972, back then still under the name of Gleason’s Inverrary Classic. It has been sponsored by Honda since 1982. Since 2007, the tournament has been played at the famous PGA National Golf Club in Palm Beach Gardens, Florida.

The tournament has contributed more than $50 million to national and local charities, including the Nicklaus Children’s Health Care Foundation. Earlier this year alone, a record $6.45 million was raised. Tournament Director Andrew George praised Honda for playing a big role in the tournament’s growth over its 42-year-long sponsorship.

Now, however, that storied association is coming to an end. The tournament itself will likely continue until a new title sponsor is found. Efforts to find a replacement for Honda are underway, according to the tournament director.

“We’re going to get to work finding a sponsor for 2024. We won’t be without a title, without an event. This event will continue,” George told GolfWeek.

And what exactly is behind the abrupt end to the proud partnership? One thing is the occupancy of the starting field. For many years, the Honda Classic maintained one of the most crowded starting fields. In 2015, the event had 15 of the top 25 players in the world rankings.

With a quality lineup and high viewership, it was a tournament that was considered on the level of the majors. However, the PGA’s adjusted calendar at the expense of college football and the NFL in 2019 has put organizers in a tricky position.

The Players Championship was moved back to March at the time, making it a major draw for the biggest stars of the period, including Tiger Woods. In 2021, the tournament had just five players from the top 50 and two from the top 20. This year, that number has increased to 15, but the outlook is not rosy.

A big part of the outflow of players in recent months will also be due to LIV Golf, which has won over many players with a more attractive program and higher prizes. In addition, the PGA Tour has suspended these players from its circuit.

Although the PGA Tour has not officially mentioned it anywhere, the decline in viewership on the traditional circuit may also be a big factor in this move. Some sources are talking about as much as a 40 percent drop in viewership. There is speculation that Honda is far from the only one who is going to break partnership with the PGA Tour.

Source : GolfWeek