Humana Dropping Title Sponsorship of Desert Golf Tournament

Kentucky-based health insurance provider Humana is ending its sponsorship of the Humana Challenge men’s golf tournament in La Quinta effective in 2015 -- four years ahead of what had been expected to be an eight-year deal, it was announced Monday.

Nonetheless, “the future of the tournament is secure and the PGA Tour is confident that a sponsor will be found to replace Humana,” according to a PGA Tour statement released from its headquarters in Pointe Vedra Beach, Florida.

A search for a replacement sponsor is already underway, according to the PGA Tour. Desert Classic Charities, the nonprofit that operates the tournament, has begun discussions with a number of prospects, as has the tournament’s other sponsor, the Clinton Foundation, according to the statement.

“Humana has been a wonderful sponsor that has worked diligently to maintain and elevate this tournament through a focus on health and well-being, while continuing to have a positive economic and charitable impact on the Coachella Valley,” said PGA Tour Commissioner Tim Finchem.

Humana, the Clinton Foundation and the PGA stepped in in 2011 and are credited with keeping alive what had been the Bob Hope Classic.

“Humana’s business is changing rapidly,” said Tom Noland, Humana’s senior vice president of corporate communications. “As we continue to shift toward a direct-to-consumer focus, we have to align our marketing and sponsorship commitments to areas that are the best fit for our business.”

Valerie Alexander, chief marketing officer at the Clinton Foundation, said the organization “remains dedicated to the tournament’s future success and to promoting health and wellness in the Coachella Valley, year-round, as we have for the past four years.”

Tournament CEO Marra said Humana made donations to local charities, built three parks, and “participated in several other initiatives with desert- based organizations.” Humana and the Clinton Foundation added a health component to the tournament, organizing a walk, health fair and conference.

The Humana and Clinton sponsorships were announced in 2011, and the first Humana Challenge was in 2012. The tournament has been held since 1960, with Bob Hope lending his name and presence for much of that time. Humana designated an area as “Bob Hope Square” at the tournament, and a trophy named for the late comedian is given to the winner. The tournament also offers perks to retired, reserve and retired military members, who Hope was famous for entertaining.

In 2012, the tournament changed from five rounds to four and increased the professional field. Last year, people were invited to play in the amateur part of the 72-hole tournament, replacing the celebrity field.

The 2015 Humana Challenge will be held Jan. 19-25 at La Quinta Country Club and PGA West in La Quinta. For information and tickets, go to www.humanachallenge.com.

– By City News Service.

(Patch file photo)