The extent to which the third annual American Family Insurance Championship was a success this year will be announced Monday when tournament host Steve Stricker and American Family Insurance officials reveal the final charitable dollars raised by the PGA Tour Champions event.
The PGA Tour weighed in on the subject Thursday at its annual meetings in Palm Springs, California, naming the Am Fam Championship as the winner of its prestigious President's Award for the senior tour. The honor is given based on outstanding charitable giving, sales, attendance and economic impact — the criteria for all the PGA Tour Champions awards — and it is the second time in three years Madison's stop on the senior circuit has received its highest honor.
“The American Family Insurance Championship sets high expectations, and each year the tournament exceeds those lofty standards and continues to raise the bar,” said Miller Brady, president of PGA Tour Champions. “The hometown title sponsor of American Family Insurance has produced three incredible tournaments that have made a lasting impact on local charities in Madison, Wisconsin, and I'm pleased to present the 2018 President's Award to the American Family Insurance Championship.”
Already established as a premier sporting event in Wisconsin, the Am Fam Championship extended its reach even farther in 2018. Attendance included more than 65,000 fans from 29 states, and the volunteer base included more than 1,200 people from 13 states. This translated into an estimated economic impact of over $15 million, and the tournament is expected to announce a seven-figure charitable contribution for the third year in a row.
The Am Fam Championship supports the American Family Insurance Children's Hospital and other local organizations through the Steve Stricker American Family Insurance Foundation. In addition to the hospital, the event also supports nearly 100 other local charities through a tournament grant program.
“We’re grateful to the PGA TOUR Champions and very proud to be the recipient of the President’s Award in the third year of our tournament,” said Nate Pokrass, tournament director of the Am Fam Championship. “Our team’s goal from the beginning has been to support charitable organizations in our communities by providing an exceptional golf experience for players and fans alike. This prestigious honor not only affirms our work, but motivates us to continue to exceed expectations going forward.”