People in Fort Worth will probably still refer to the big PGA golf tournament in late May as the Colonial.
The CBS Sports broadcast team who’ll be covering it might even slip and call the 70-year-old tournament by the name of its host course, Colonial Country Club.
But when the big event kicks off on May 23 and for the next six years, it will officially be the Dean & DeLuca Invitational. New York-based Dean & DeLuca, a gourmet food retailer known for high quality, is expanding into Texas.
Some might be nostalgic for the Colonial name that has graced the tournament since 1946. But let’s keep our eyes on the ball.
A big-name title sponsor brings big bucks, which bring big-name golfers, who in turn bring prestige to the tournament.
Prestige brings people to Fort Worth for the tournament, helping to raise more money for the charities that benefit from the annual event. Last year, the tournament generated $9.1 million for local charities.
Dean & DeLuca is a good match for the tournament formerly known as Colonial, and it’s welcome in Fort Worth any day.