The PGA TOUR and the Hawaii Tourism Authority (HTA) on Tuesday announced a four-year extension of their official marketing partnership that will continue to promote the state's golf and tourism industry through 2022.
The PGA TOUR traditionally opens the calendar year with two weeks in Hawaii: last week's Sentry Tournament of Champions at Kapalua on Maui, won by Dustin Johnson; and this week's Sony Open in Hawaii in Honolulu, Oahu, where 2017 FedEx Cup Champion Justin Thomas is defending his title. PGA TOUR Champions opens its season January 15-20 with the Mistubishi Electric Championship at Hualalai on the Big Island, won last year by Bernhard Langer, his first of seven victories all season. All tournament rounds for the three events are televised by the Golf Channel.
In addition to supporting these tournaments, HTA also uses golf media as a platform to showcase the Hawaiian Islands. TOUR players are filmed participating in their favorite off-the-course activities when they visit the state, in which golf fans will be able to see in PSAs throughout the season.
The sponsorship dates back to 2001 when the PGA TOUR and the HTA, created by the state legislature to oversee Hawaii's multi-billion tourism industry, aligned to highlight Hawaii's professional golf tournaments as a marketing package that could serve as the promotional cornerstone for the state's $1 billion golf industry.
The first PGA TOUR tournament held in Hawaii was the 1965 Hawaiian Open at Waialae Country Club in Honolulu, which was won by Gay Brewer. The first PGA TOUR Champions event in the state was held in 1987 at the Royal Kaanapali Golf Club North Course, won by Orville Moody.