Zurich has two more years remaining on its deal following this year’s tournamentGetty Images
The PGA Tour visits Louisiana this week for the Zurich Classic of New Orleans, and the insurance company sees its title sponsorship in a position of strength as it celebrates 20 years on the event.
Despite being
sandwiched in a six-week stretch that also includes two majors and two signature events, this week’s tournament still features four of the top 10 players in the Official World Golf Ranking, including No. 2 Rory McIlroy for the first time.
The event’s move to a team format in 2017 has allowed it to keep drawing stronger fields even in a pinched schedule, said Alban Laloum, Zurich North America’s chief customer officer. In the 10 years before moving to a team event, the tournament only had four or more players from the top 10 on one occasion.
“In the world of commercial insurance where we deal with brokers and C suite types, the team concept was something that was appealing,” Laloum said. “It gave Zurich North America something that was standing out among the others.”
Coming off the Masters, the tour contested the RBC Heritage in South Carolina last week, a signature event. After the Zurich, the tour plays the CJ Cup Byron Nelson, followed by the signature event Wells Fargo Championship in Charlotte, and the PGA Championship in Kentucky the week after.
It makes for a grueling stretch for players who add a non-major or non-signature event to their schedules. For McIlroy, it means playing six times in seven weeks.
“Our field strength has been overlooked a little bit,” Tournament Director Steve Worthy said. “It’s been more difficult than it had been with the way the schedule falls. But it’s the format, playing with a close friend or brothers, you’ve got various connections that help. And the guys like doing something different.”
Zurich has two more years remaining on its deal following this year’s tournament, and Worthy sees a strong possibility it will continue beyond that. At 20 years, Zurich is the seventh-longest tenured title sponsor on the tour. CAA is Zurich’s agency of record.
“It’s just trying to make sure that Zurich and their guests have the best options to grow their business,” Worthy said. “As long as that continues to happen, I’m going to hope we’re in a good place as it relates to their sponsorship.”
