The PGA Tour announced today a multi-year extension with AT&T to continue as the title sponsor of the AT&T Pebble Beach Pro-Am, solidifying one of the longest-running partnerships in professional golf. AT&T, which has backed the iconic event since 1986, remains the PGA Tour’s longest continuous title sponsor, with this renewal ensuring the tournament’s legacy at Pebble Beach Golf Links for years to come.
The agreement, finalized without agency involvement, marks a shift from AT&T’s recent single-year extensions, signaling a robust commitment to the PGA Tour and the Monterey Peninsula community. While specific financial terms were not disclosed, industry sources estimate AT&T’s annual contribution to be at least $25 million, aligning with the high-value sponsorships required for the PGA Tour’s Signature Events, of which the Pebble Beach Pro-Am is a flagship.
“We are honored to extend with our longest-running title sponsor in AT&T, a committed supporter of Monterey Peninsula Foundation and Pebble Beach Company for four decades,” said PGA Tour Commissioner Jay Monahan in a statement. “A legacy event on our PGA Tour schedule, the AT&T Pebble Beach Pro-Am holds a special place in the hearts of golf fans everywhere.”
AT&T’s Chairman and CEO, John Stankey, emphasized the tournament’s broader impact, stating, “For four decades, this tournament has been a cornerstone of our commitment to excellence and community impact.” The event, known for its unique pro-am format pairing PGA Tour stars with celebrities, has generated millions for local charities through the Monterey Peninsula Foundation since its inception in 1937.
The 2025 AT&T Pebble Beach Pro-Am, won earlier this year by Rory McIlroy, will see a slight scheduling shift, moving two weeks later in the PGA Tour calendar. The tournament remains a centerpiece of the tour’s Signature Event series, which demands significant sponsor investment due to elevated purses and prestige.
Other sponsors, including Valspar, 3M, and John Deere, have also recently signed long-term deals through 2030, reflecting growing confidence in the PGA Tour’s commercial landscape.
Players have expressed enthusiasm for the renewal. “Having been on kind of single-year partnerships with the Tour the last couple years, to make a commitment there is really big for us players, for the PGA Tour, and hopefully AT&T reaps the benefits that they’re hoping for as well,” one tour professional noted.
The extension comes amid a dynamic period for the PGA Tour, with recent leadership changes and ongoing discussions regarding the tour’s structure and potential alignment with other golf entities. However, the AT&T Pebble Beach Pro-Am’s continued partnership underscores the enduring appeal of one of golf’s most storied events.
