American Century Championship Extends Sponsorship Of Celebrity Golf Event Once A TV Fill-In

NFL quarterback Patrick Mahomes of the Kansas City Chiefs hits a tee shot on the 17th hole at the ... [+] 2020 American Century Championship at Edgewood Tahoe South golf course. (Photo by Christian Petersen/Getty Images)

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When the American Century Championship made its debut in 1990, it did so modestly as replacement programming for NBC. Today, it's the nation's longest running celebrity golf tournament — a three-day, 54-hole event on the shores of South Lake Tahoe with immense star power, from current and retired Hall of Fame athletes in every major sport to Hollywood actors, comedians and entertainers.

On the eve of this year's tournament (and summer party), which runs July 14-16 at Edgewood Tahoe Golf Course, NBC Sports and American Century Investments announced a six-year extension of the title sponsorship through 2029. That year will mark the championship's 40th anniversary and the new agreement extends one of the longest sponsor affiliations in the golf world.

"The American Century Championship has grown into one of the most sought-after events of the summer for our players and one of the most popular events in golf on an annual basis," said NBC Sports President of Acquisitions and Partnerships Jon Miller.

Steph Curry heads back to the course after interacting with fans along the 17th hole at the 2019 ... [+] American Century Championship in Stateline, Nevada. (Photo by Jonathan Devich/Getty Images)

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The championship is owned, operated and produced by NBC Sports, and The Stowers Institute for Medical Research is the official national beneficiary. The institute is a biomedical research organization that was established in 1994 by American Century Investments founder James Stower Jr. and his wife, Virginia.

"Our longtime partnership with the event is an ideal platform to share our incredible story where 40% of our profits fund research to find cures and treatments for cancer and other gene-based diseases," said American Century President and CEO Jonathan Thomas. "In addition, the event serves as the perfect backdrop for fundraising activities that benefit local and national charities."

In addition to its charitable component — donating more than $7 million since its inception — the American Century Championship is a significant tourism draw for the area. The Lake Tahoe Visitors Authority is also a tournament partner.

All three rounds are televised on NBC, Golf Channel and Peacock, and the event set a record last year with over 67,000 fans in attendance. Perhaps best known are those fans in boats along the beachfront par 3 17th hole, where participants throw footballs and other souvenirs as part of the engagement with the assembled gathering.

Former NFL player Tony Romo talks to media after winning last year's American Century Championship ... [+] in South Lake Tahoe. (Photo by Isaiah Vazquez/Clarkson Creative/Getty Images)

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Three-time champion Tony Romo is back to defend his title this week, while other commitments in the 93-player field include Charles Barkley, Justin Timberlake, Ray Romano, Larry the Cable Guy, John Elway, and Northern California sports stars Jerry Rice, Steve Young, Aaron Rodgers, Derek Carr, Charles Woodson, and Robbie Gould. The tournament has a $600,000 prize purse, with $125,000 going to the winner.

Only two participants have appeared in all 33 years of the event: former NFL Pro Bowl quarterback and Super Bowl Champion Jim McMahon, and actor Jack Wagner. A two-time American Century Championship winner, Wagner finished third out of 50 players in the event's first season in 1990 (won by former NFL quarterback Mark Rypien) and placed fifth as recently as two years ago.