PGA Tour inks new sponsorship deal for Kentucky event held in July

Say farewell to the Barbasol shaving can tee box markers.

The PGA Tour has found a replacement for its annual Kentucky golf tournament.

Reports suggest the Tour and Louisville-based ISCO Industries inked a four-year contract to become the title sponsor, per Sports Business Journal’s Josh Carpenter.

Barbasol has held this position since 2018, and their contract expired in 2023. This year, the tournament is in Nicholasville, Ky., July 11-14. It is the opposite field event for the co-sanctioned PGA and DP World Tour, the Genesis Scottish Open.

Reports stated that no financial terms were disclosed to the public. However, sources suggested this annual event brings in $8 to 10 million.

This tournament was the final event without a sponsor for the 2024 season.

PGA Tour commissioner Jay Monahan is not done negotiating sponsorship deals, though. Multiple title sponsors have likely pulled out in the last couple of years due to the demand for more money and this massive divide between LIV Golf and the PGA Tour.

Last December, the PGA Tour saw Wells Fargo pull out of its contract after being the title sponsor for the Charlotte stop for 22 years. Farmers Insurance is also not expected to renew its deal with the PGA Tour for its tournament at Torrey Pines, which expires in 2026.

More sponsorship changes may follow as golf’s landscape continues to transform.

Savannah Leigh Richardson is a golf staff writer for SB Nation’s Playing Through. For more golf coverage, be sure to follow us @_PlayingThrough on all major social platforms. You can also follow her on Twitter @SportsGirlSL and Instagram @savannah_leigh_sports.