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La Quinta, Calif. • Humana is dropping out as title sponsor of the PGA Tour's former Bob Hope Classic after the January tournament at PGA West and La Quinta Country Club.
The Louisville-based managed health care company became the title sponsor in 2012.
"Humana's business is changing rapidly," Tom Noland, Humana's senior vice president of corporate communications, said in a statement Monday. "As we continue to shift toward a direct-to-consumer focus, we have to align our marketing and sponsorship commitments to areas that are the best fit for our business, brand and members."
The PGA Tour said it is searching for a new sponsor in consultation with Desert Classic Charities and the Clinton Foundation. The tournament also is looking for new courses after PGA West said in July that its Palmer Private and Nicklaus Private layouts will not be used after the Jan. 16-19 event.
"What a small group of community leaders started in 1960 will carry on in all its glory as we find a new partner," tournament director Bob Marra said.