Hyundai is going to be the title sponsor for the PGA TOUR's season opening tournament. The tournament is going to be held at The Plantation Course in Kapalua, Hawaii. It will be held there for the next three years.
Beginning with the 2011 tournament, the event is going to be renamed the Hyundai Tournament of Champions. It will reintroduce the original moniker - one that will highlight the PGA TOUR winners from the previous year. This continues Hyundai's new strategy of "Big Voices in Big Places". Hyundai is now positioned in the highest profile advertising spots - PGA TOUR, NFL Super Bowl, a global sponsorship of the 2010 FIFA World Cup, and an exclusive sponsorship of the Academy Awards.
The move is supposed to align world class athletes with Hyundai's own competitive drive. Thanks to this sponsorship, all the athletes will arrive in luxury while fans will be introduced to the Hyundai Equus and get a new interpretation of luxury.