When Justin Rose knocked in the final putt of the 2026 Farmers Insurance Open, a 17-year relationship between the title sponsor and Torrey Pines came to an end.
And it begged a question, what next for the iconic venue that has hosted PGA golfers for the past six decades?
The answer came Monday morning, when widespread speculation was confirmed that Sentry Insurance will be the new title sponsor of the Torrey Pines tour stop. The tournament will be renamed The Sentry.
“They are our sponsor but they’re also our partner,” said Marty Gorsich, CEO of the Century Club, which oversees the tournament. “This isn’t some company based in another country just putting their name on a tournament for global visibility.”
“This is really a group who fits the ethos of the San Diego vibe, of what we’re about and I’m excited to not only have them this year but also when we talk about what lies ahead.”
The 2027 Sentry will be played Jan. 27-30 at Torrey Pines, with a Saturday finish to avoid going head-to-head with the NFL conference championship games. It is the second tournament on the 2027 schedule, following the season-opening American Express a week earlier.
“For 75 years the PGA tour has hosted elite competition in San Diego … 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 release. “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 purse and field for The Sentry are expected to be similar to the 2026 Farmers, which featured a $9.6 million purse and a field that included 10 major champions and 15 of the top 30 players in the Official World Golf Ranking.
The Sentry was the tour’s season-opening tournament hosted at The Plantation Course at Kapalua on Maui in Hawaii. It was designated as a Signature Event with a limited field and a $20 million purse.
The 2026 event was canceled following drought conditions, water restrictions and logistics issues. Neither of the two tour stops in Hawaii appear on the 2027 schedule, and Torrey Pines had been rumored since winter as a logical landing spot for Sentry, a mutual insurance company headquartered in Wisconsin.
“We’re honored to continue investing in the game and creating experiences that bring together players, fans, partners and communities,” Sentry CEO Pete McPartland said in the release. “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.”
While Sentry has a contract to host a PGA Tour event through 2035, the relationship with Torrey Pines is not guaranteed beyond 2027. The tour’s Future Competitions Committee is considering major changes to the schedule and structure of events. That puts tournaments like Torrey Pines in a wait-and-see mode as far as their long-term future is concerned.
“We all know the PGA is working out their evolution,” Gorsich said, “They’re working on their schedule and competitive play and making the playoff system more understandable, the season’s relevance more clear, the ability to have the top players always playing in the top events so fans can count on tuning in and knowing the top players are competing.
“As they’re sorting that schedule out for 2028 and beyond, obviously, for us to even be in consideration for that we had to still have a tournament, we had to still be the hosts and we had to have a title sponsor. So to lock all that in for 2027 puts us very much at the table for the big possibilities for 2028 and beyond. I’m feeling much more bullish about our long-term future now that we’ve secured our immediate future.”