Bob Hope's name will not be part of the title of the revamped PGA Tour golf tournament held in the desert in January.
The Bob Hope Classic will be re-christened the Humana Challenge for 2012. The new name will coincide with other big changes in the tournament, including a new eight-year sponsorship deal with health care conglomerate Humana, a working relationship with former President Bill Clinton and a new four-day, three-course format with a smaller pro-am element.
The name change “was something that no one even wanted to think about considering,” said Larry Thiel, chairman of the tournament. “But given the reality of today's economy, with corporations looking to make the kind of commitment it takes to be a sponsor, there has to be something more than just, ‘I enjoy golf.' There has to be something for the corporation.”
The name change is one of the last pieces of a puzzle in reshaping the 52-year-old tournament. The alignment with Clinton was hinted at January's playing of the Hope Classic and the new sponsorship deal with Humana was announced in April.
Part of the change will be a nine-point plan to keep Hope's name and legacy associated with the tournament, including a new perpetual Bob Hope Trophy, a new USO club at the event, a Hope memorabilia exhibit, and continued use of the Hope name and image around the event.
In a release announcing the name change Thursday, the PGA Tour said the name is changing “to reflect the tournament's new strategic direction.”
The direction will include a focus on wellness and exercise and will feature an inaugural national conference focused on health and well-being Jan. 17, two days before the PGA Tour event will be played on three courses in La Quinta.
The name change has the endorsement of the Hope family, which along with the local tournament, the PGA Tour, Humana and the Clinton Foundation has been working on details of the new event.
“I want to thank Humana, President Clinton and Commissioner (Tim) Finchem for their commitment to ensuring that Bob Hope's legacy will be preserved throughout the tournament and beyond,” Linda Hope, daughter of the legendary comedian, said in a statement. “My dad has been such an integral part of golf and charity in the Coachella Valley so our family is pleased that the tournament will continue to tell his remarkable story.
The Bob Hope Classic will be re-christened the Humana Challenge for 2012. The new name will coincide with other big changes in the tournament, including a new eight-year sponsorship deal with health care conglomerate Humana, a working relationship with former President Bill Clinton and a new four-day, three-course format with a smaller pro-am element.
The name change “was something that no one even wanted to think about considering,” said Larry Thiel, chairman of the tournament. “But given the reality of today's economy, with corporations looking to make the kind of commitment it takes to be a sponsor, there has to be something more than just, ‘I enjoy golf.' There has to be something for the corporation.”
The name change is one of the last pieces of a puzzle in reshaping the 52-year-old tournament. The alignment with Clinton was hinted at January's playing of the Hope Classic and the new sponsorship deal with Humana was announced in April.
Part of the change will be a nine-point plan to keep Hope's name and legacy associated with the tournament, including a new perpetual Bob Hope Trophy, a new USO club at the event, a Hope memorabilia exhibit, and continued use of the Hope name and image around the event.
In a release announcing the name change Thursday, the PGA Tour said the name is changing “to reflect the tournament's new strategic direction.”
The direction will include a focus on wellness and exercise and will feature an inaugural national conference focused on health and well-being Jan. 17, two days before the PGA Tour event will be played on three courses in La Quinta.
The name change has the endorsement of the Hope family, which along with the local tournament, the PGA Tour, Humana and the Clinton Foundation has been working on details of the new event.
“I want to thank Humana, President Clinton and Commissioner (Tim) Finchem for their commitment to ensuring that Bob Hope's legacy will be preserved throughout the tournament and beyond,” Linda Hope, daughter of the legendary comedian, said in a statement. “My dad has been such an integral part of golf and charity in the Coachella Valley so our family is pleased that the tournament will continue to tell his remarkable story.
