Tracy Wilcox, PGA Tour via Getty Images
When the winning team accepts the Zurich Classic of New Orleans trophy, a handsome crystal fleur-de-lis, and their belts with intricate handcrafted buckles on the 18th green of TPC of Louisiana on Sunday, a two-decade tale of friendship and collaboration also will be celebrated.
Zurich North America, whose Swiss parent Zurich Insurance Group is a Global 500 insurance giant, has been the title sponsor of the PGA Tour’s New Orleans stop since 2005. In that time, the tournament has driven economic impact to the level of more than $645 million in the surrounding communities, according to the insurer.
Most importantly, in those 20 years the Zurich Classic has raised more than $30 million for local charitable organizations, including $2.8 million in 2023, the company reported.
Alban Laloum, Zurich North America’s chief customer officer, expressed his appreciation for the longstanding partnership, stating, “Any 20-year relationship, whether it’s between companies or individuals, is worth celebrating. I think this one is no exception.”
The PGA Tour’s only two-man team format is a particular plus to help make the event a “must attend” for players. It’s also located at about the midpoint of the newly structured FedEx Cup season, when earning points is a focus. And don’t forget the New Orleans hospitality and cuisine that make the “Big Easy” world-famous.
“We’re very happy with the format that was changed in 2017 when we went to the team format,” Laloum said. “We feel like we stand out that way. We like to stand out in other ways, but certainly 20 years is a milestone.”
This week, 80 teams that include six of the world’s top 14 players are competing in four-balls (better ball) in Rounds 1 and 3 and foursomes (alternate shot) in Rounds 2 and 4 at the Pete Dye-designed course that coincidentally celebrated its 20th anniversary on April 20.
No. 2-ranked Rory McIlroy of Northern Ireland made his first Zurich Classic appearance, teaming with Ireland’s Shane Lowry. Other top pairings featured highly ranked Americans No. 5 Xander Schauffele with No.8 Patrick Cantlay, No. 12 Sahith Theegala with No. 30 Will Zalatoris and No. 13 Collin Morikawa with No. 48 Kurt Kitayama. Also, England’s 14th-ranked Matt Fitzpatrick teamed with younger brother Alex, and Americans Nick Hardy and Davis Riley returned to defend their title.
Laloum highlighted two specific organizations targeted for fundraising: Fore!Kids Foundation and the St. Michael Special School, with over 200,000 youngsters receiving financial support. “We’ve had an awesome relationship and partnership with the Fore!Kids Foundation,” Laloum said. “In the last 20 years, we’ve helped them raise over $30 million, and to make it more personal for our colleagues and brokers and customers who are a big component, we’ve raised nearly $2 million for St. Michael School.”
Kids from these programs are given tickets to watch golf during the week, and a select number will be on the green during the prize ceremony for the winning team.
“When you think about the magnitude, the size of the event and how many folks in New Orleans actually give their time for four days or more helping with the organization of the tournament, it is just staggering.” – Alban Laloum
Laloum also indicated that senior executives, brokers and customers visit St. Michael School during event week. He estimates thousands of volunteers are involved in the tournament-week activities.
The Zurich Classic has seen its share of inclement spring weather along the Gulf Coast that has caused the host site to shift, but it was the first pro sporting event to return to New Orleans after the devastation of Hurricane Katrina in 2005. English Turn, the tournament host from 1989 through 2004, responded in 2006 after major flooding closed TPC of Louisiana, which reopened just 10 months after Katrina, in time to host the Zurich Classic again in 2007.
Luke Farabaugh, TPC of Louisiana’s general manager, has been with the facility since its opening. As a New Orleans native, he is keen to share the best of the city with the players, volunteers, spectators, and media.
“I would say New Orleans is one of the most international cities in the country,” Farabaugh said. “So, I think it’s really a great opportunity for Zurich, and they do an amazing job activating their brand during the week.”
Farabaugh said Zurich takes advantage of New Orleans as a destination to entertain 500 or so CEOs from around the world for high-end golf, music and food, with the intention of raising money for charity.
Spectators can upscale their experience with the Best of the Zurich Classic ticket, an all-inclusive admission to multiple VIP hospitality venues and access to food and drink, including such Crescent City favorites as Acme Oyster House, Drago’s, Galatoire’s, Desi Vega’s Steakhouse, Meril, Jack Rose, SoLou, City Pork, Katie’s Restaurant, and PJ’s Coffee.
Farabaugh, despite his busy workload, intends to soak it all in just like a paying customer. “I do like to take the opportunity to, once in the morning, once in the afternoon and take a loop around the hospitality areas just to touch base with regular players out here and any friends that I may see in the area,” he said. “That’s an opportunity to kind of see some golf, as well.
“My favorite part, personally and selfishly, is that I love watching them hit shots on the practice tee. There were always a couple guys you’ve never heard of before that you see them swinging and you say, “Who is this guy?”
Farabaugh acknowledges the unknowns often rise in stature and public regard, but it wouldn’t be possible without his club’s relationship with Zurich and the PGA Tour. “We feel the event and the facility have matured to be one of the great stops in the PGA Tour,” Farabaugh said. “It’s just great to work in a partnership with the event organizers to ensure that everyone attending are having a great time.”
