No longer Farmers Insurance Open, the Torrey Pines-based tournament that draws thousands to La Jolla will still occur annually in January.
The premium golf event drawing prime talent and thousands of spectators to La Jolla every January has a new sponsor and a new name: The Sentry. Taking over for Farmers Insurance, Sentry Insurance is now the title sponsor of the PGA Tour’s Torrey Pines event, which will return Jan 25-30.
“We’re all in on San Diego,” Sentry chief executive Pete McPartland said at a June 1 press conference at The Lodge at Torrey Pines announcing the new tournament title sponsor.
From left, Joe LaCava, Pete McPartland and Marty Gorsich
Sentry is “a great community partner to us,” said Marty Gorsich, chief executive of event host Century Club of San Diego and tournament director.
The Century Club is a longtime organizer of The Sentry, which has been played at Torrey since 1968 (and was first played locally in 1952 as the San Diego Open).
Last year was the 17th and final tournament under the Farmers Insurance Open name.
Sentry Insurance was founded in 1904 and is headquartered in Wisconsin, “a community company” that now seeks to “enhance in our own way the quality of life [in San Diego] through our influence,” McPartland said.
Having hosted a PGA tournament on Maui from 2018 to 2025, Sentry is “irrevocably committed to the game of golf,” he said, adding he’s excited to continue the La Jolla event’s traditions in athletics and philanthropy.
The tournament “has always been a great thing for La Jolla,” San Diego City Council President Joe LaCava, whose District 1 includes La Jolla, told lajolla.ca.
The Sentry will continue “that great partnership going forward,” he added, bringing tourism and business to La Jolla restaurants, hotels and other merchants.
“We appreciate your sponsorship of this event, … [as] an investment in our city,” LaCava said to McPartland. “We value your partnership with San Diego in hosting a PGA Tour event that golf fans have come to love.”
“We’re just getting this thing started,” Gorsich said.
