What the PGA Tour's latest sponsorship move means for Torrey Pines

Sentry Insurance has been unveiled as the new title sponsor of the PGA Tour's 2027 event at Torrey Pines, replacing Farmers Insurance and securing the future of one of the circuit's most historic tournaments.

The tournament, which has been staged in San Diego since 1968 and at Torrey Pines for the past 60 years, will be rebranded as The Sentry and is expected to be played from 27-30 January 2027. 

The Sentry at Torrey Pines is set to become the second event of the 2027 PGA Tour season, following The American Express at La Quinta scheduled from 21-24 January.

Concerns had emerged over the long-term future of the tournament after Farmers Insurance ended its title sponsorship following a 15-year run. 

However, Monday's announcement confirmed Sentry Insurance will take over as the event's primary corporate partner.

"For 75 years the PGA Tour has hosted elite competition in San Diego, including the last 60 at revered Torrey Pines, and we are proud to build upon that legacy and longtime philanthropic impact with our partners at Sentry Insurance," PGA Tour CEO Brian Rolapp said in a statement.

"We are pleased to have the support of Sentry and the Century Club of San Diego to further grow what fans and players have long recognized as one of our game’s most celebrated venues and events."

The tournament will continue to receive extensive television coverage, with broadcasts on CBS and Paramount+, alongside Golf Channel and PGA Tour Live on ESPN+.

Sentry is no stranger to PGA Tour sponsorship, having previously served as title sponsor of the Tournament of Champions at Kapalua in Hawaii. 

However, that event, along with the Sony Open, has now been removed from the revamped PGA Tour schedule despite both being long-standing fixtures on the calendar.

"We’re honored to continue investing in the game and creating experiences that bring together players, fans, partners and communities," said Sentry CEO Pete McPartland.

"We look forward to working closely with the San Diego community to shine a spotlight on everything that makes the region so special and continue our longstanding dedication of strengthening the communities we’re a part of."

The most recent edition of the tournament was won by Justin Rose, who became the first wire-to-wire champion of the event since Tommy Bolt in 1955. 

Rose set a tournament scoring record at 23-under-par after opening with a stunning 10-under 62 on the North Course before cruising to his 13th PGA Tour title.

Farmers Insurance had sponsored the event since 2010. 

Before that, the tournament was known as the Buick Invitational from 1992 to 2009 and has operated under several other names throughout its history, including the Andy Williams San Diego Open and the Isuzu-Andy Williams San Diego Open.

Century Club of San Diego CEO Marty Gorsich welcomed the new partnership.

"We’re excited to partner with Sentry, a longtime partner of the PGA Tour, and widely known for their reputation for impactful community engagement," Gorsich said.

"We look forward to the opportunities ahead to collaborate with Sentry and the PGA Tour and build on the exceptional tournament experience fans have come to know at Torrey Pines while showcasing San Diego on an international stage."