The SBS Tournament of Champions kicks off 2017 on the PGA Tour, and the winners-only event in Hawaii has a new sponsor of sorts.
With Hyundai backing out of sponsoring this event to put its money instead behind its luxury brand Genesis at the old Los Angeles Open, the Tournament of Champions needed a new title sponsor. However, Hyundai became sponsor of the Tournament of Champions in the first place when it sub-leased the sponsorship rights from SBS, otherwise known as Seoul Broadcasting System.
Seoul Broadcasting System — based, as you’d expect, in South Korea — signed a 10-year deal to sponsor the Tournament of Champions in 2009. They were sponsor for one year, in 2010, when it was called the SBS Championship. Then, from 2011-16, Hyundai had its name on the event.
With the PGA Tour unable to find a replacement sponsor for Hyundai or SBS, the contract with SBS kicked in, and they’re the title sponsor this year.