“Winning “Sports Event of the Year” is an unbelievable honor for the Humana Challenge,” said Mike McCallister, Humana Chairman and CEO. “It really speaks to the commitment of our partners and the Coachella Valley community in making this event successful. We were also proud that spectators, fans and viewers rallied around our dream of helping people achieve lifelong well-being that we and the Clinton Foundation worked to emphasize throughout the tournament. We’re humbled by the success of the event and will continue to instill healthy activities throughout the years to come.”
The PGA TOUR event featured lifelong well-being as its theme, challenging everyone to improve their health by making positive behavioral changes that lead to happier, healthier lives. In keeping with that theme, the week of activities included events such as the national health and well-being conference, “Health Matters: Activating Wellness in Every Generation,” which was hosted by the Clinton Foundation; building a multigenerational playground in Thermal, Calif., in partnership with KaBOOM!; launching a Well-Being Tour; hosting a farmer’s market that highlighted healthful diets; and a Healthy Fun Fair and a Well-Being Walk.
While there were many changes in structure and format, the former Bob Hope Classic’s tradition of philanthropy continued to be a focus. On Friday, April 20, Desert Classic Charities (DCC) and Humana hosted a charitable funds distribution-day event. During the program, 40 Coachella Valley not-for-profit organizations were awarded more than $2 million in charitable donations. Humana’s individual donation was a result of its Walkit program, in which Humana pledged donations for distances walked. During the tournament week, more than 12,000 pedometers were distributed to fans, players and the general public, with walkers accumulating 84 million steps. This strong showing of support resulted in a $500,000 commitment from The Humana Foundation to benefit the local community.
The Sports Business Awards recognize outstanding achievements in sports business from March 1, 2011 to Feb. 29, 2012. In addition to the Humana Challenge, the “Sports Event of the Year” nominees, which were selected by the staffs of SportsBusiness Journal and SportsBusiness Daily, included the 2011 Carrier Classic college basketball game (North Carolina vs. Michigan State), the 2011 NBA Finals between the Dallas Mavericks and Miami Heat, Super Bowl XLVI (New England vs. the New York Giants) and UFC 129.
Learn more about the PGA TOUR event and this award on the Humana Challenge Facebook page.