The AmFam Champ extends its ‘winning formula’
American Family Insurance, PGA TOUR Champions and University of Wisconsin agree to continue the fan-popular event through 2027
The American Family Insurance Championship plans to continue its successful run in Madison through 2027.
American Family Insurance, the championship’s title sponsor; player-host Steve Stricker; the University of Wisconsin (UW), owner of University of Ridge where the tournament is played; and the PGA TOUR today announced a seven-year extension of the PGA TOUR Champions event. The Steve Stricker American Family Insurance Foundation will also remain as the host organization. The agreement begins with this year’s tournament, which starts Friday.
“We have a winning formula here, and we are absolutely thrilled to continue it,” said American Family Chair and Chief Executive Officer Jack Salzwedel. “It starts with a community that has embraced us in every possible way, with incredible support of sponsors, volunteers and fans – along with strong partnerships with PGA TOUR Champions and UW. Together, we have created a premier event that has brought excitement and pride to our region and raised millions for charity.”
“I am blown away my what the championship has already achieved, and at the same time I feel we’re just beginning,” said Stricker, who partnered with American Family on starting the championship in 2016. “Back then, we wanted to bring an annual professional golf tournament back to Wisconsin because we believed the fans would appreciate and support it. Now that we have a great foundation, we are committed to its growth and making it even better.”
Since its inception, the championship has drawn some of the largest crowds and attracted the top players on PGA TOUR Champions. Associated events, including a downtown Madison concert and charity run on UW’s cross-country course, have created a community celebration, earning the championships nicknames from fans and media like the “The AmFam Champ” and “The AmFam.”
The three days of competitive play and associated events have already raised $10.2 million for charity, half of it donated to the American Family Insurance Children’s Hospital and the other half to more than 400 non-profits. That total includes $3 million in 2020, when American Family redirected its title sponsorship investment – along with funds from the Steve Stricker American Family Insurance Foundation – to provide immediate support to charities after the championship was canceled due to COVID-19.
“We are grateful to have American Family Insurance and their incredible ambassador, Steve Stricker, as part of the PGA TOUR Champions family,” said PGA TOUR Champions President Miller Brady. “Madison is an amazing community with supportive, passionate fans, and the American Family Insurance Championship has solidified itself as a favorite amongst our players.”
“With an ever-growing commitment to charitable giving, this tournament – which has received numerous recognitions for its excellence – will continue to be a staple on PGA TOUR Champions,” Brady said.
The American Family Insurance Championship is a two-time recipient of the prestigious PGA TOUR Champions President’s Award, earning the honor in 2019 and 2018. The award is presented annually to the tournament that demonstrates outstanding achievement in charitable giving, sales, attendance, economic impact, as well as intangibles that set it apart from other tour events. The championship also received the tour’s Outstanding Achievement award in its inaugural year in 2016.
“We are absolutely thrilled about the extension of the American Family Insurance Championship through 2027, said UW Athletic Director Barry Alvarez. “The championship has quickly become a signature event in our community. It brings a professional tournament to the Madison area, generates millions of dollars in charitable support and showcases our beautiful University Ridge Golf Course. I am very appreciative of Jack Salzwedel, Steve Stricker and everyone who has made this event such a success.”
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About the American Family Insurance Championship
The American Family Insurance Championship was created in 2016 by American Family Insurance, PGA TOUR Champions and PGA player and Wisconsin native Steve Stricker. Since its inception, the championship and associated events have raised $10.2 million for the American Family Children’s Hospital and other charities. The 2021 championship will be held June 5-13 at the University Ridge Golf Course in Madison, Wisconsin. For more information: Web: amfamchampionship.com; Twitter: @AmFamChamp; Facebook: American Family Insurance Championship; Instagram: amfamchampionship #AmFamChamp
About PGA TOUR Champions
PGA TOUR Champions is a membership organization of professional golfers age 50 and older, including 34 members of the World Golf Hall of Fame. The Tour’s mission is to provide financial opportunities for its players, entertain and inspire its fans, deliver substantial value to its partners, create outlets for volunteers to give back and generate significant charitable and economic impact in tournament communities. Follow PGA TOUR Champions online at PGATOUR.com, at facebook.com/PGATOURChampions, on Twitter @ChampionsTour and on Instagram @pgatourchampions.
All events are televised in the United States, with most receiving complete coverage on Golf Channel, the exclusive cable-television partner of PGA TOUR Champions. Tournament programming is available via 25+ TV linear partners in 145+ countries and territories, with 25 channels carrying long-form and/or highlights coverage, and 200+ hours of live coverage distributed in 135+ countries and territories. Programming is also available via the OTT platform GOLFTV powered by PGA TOUR in every market outside of the United States, excluding China and Korea, with live coverage distributed in 130+ countries and territories.