Hong Kong Open Names Japanese Brand Honma Title Sponsor

Honma will replace UBS as title sponsor of the Hong Kong Open beginning with this year's event.GETTY IMAGES

The Hong Kong Open named Japanese golf equipment manufacturer Honma the tournament's new title sponsor, according to Sam Agars of the SOUTH CHINA MORNING POST. As part of the deal, the open will maintain its $2M purse, "ensuring Hong Kong can continue to attract some of the world’s best players." Honma replaces Swiss banking firm UBS, which had an "on-again, off-again relationship with the event" and whose latest three-year deal expired last year. Golf manufacturers "have not traditionally sponsored tournaments and the deal could mean the presence of a larger Japanese contingent" as the open celebrates its 60th anniversary in '18. Kicking off on Nov. 22, this year's installment "marks the start of the European Tour season and is also sanctioned by the Asian Tour" (SCMP, 7/17).