Charles Schwab Challenge Set to Make Its Mark at Colonial in Fort Worth, Texas

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    Tournament title sponsor marks countdown to storied event by
    announcing one-of-a-kind new upgrades designed to enhance the player and
    fan experience

    FORT WORTH, Texas–(BUSINESS WIRE)–With less than one month to go until the start of the 2019 Charles
    Schwab Challenge, the tournament and Schwab are announcing a series of
    new initiatives that will pay homage to the tradition of this event and
    legacy of golf legend, Ben Hogan — while building a bridge to its future
    as one of the most modern and engaging events on the PGA TOUR.

    In its first year as title sponsor, Charles Schwab and the tournament
    will introduce new programming that celebrates the players, golf fans
    and the Dallas-Fort Worth community. The one-of-a-kind elements — from a
    fully renovated and customized 1973 Dodge® Challenger that
    will be awarded to the winner, to a new Throwback Thursday-themed first
    round and a state-of-the-art fan engagement zone — will bring the
    event’s challenger spirit to life over Memorial Day Weekend.

    “We are honored to play a part in the tradition of this historic
    tournament in Fort Worth and its longstanding support from the Metroplex
    community,” said Andy Gill, Charles Schwab’s Chief Marketing Officer.
    “We see so many parallels between this tournament’s history of
    competition and philanthropy and our own firm’s legacy and commitment to
    the State of Texas. That’s why we wanted to help bring a refreshing new
    approach to the event that we hope will carry through for years of value
    for the game and the community.”

    Going Retro with Throwback Thursday – 73% off for fans

    This year, The Charles Schwab Challenge will introduce a Throwback
    Thursday promotion – a true first for the game of golf. During the
    tournament’s first round on Thursday, May 23, PGA TOUR players are
    invited to wear throwback apparel designed to celebrate the classic golf
    styles of 1973 – the year Charles Schwab was founded. Volunteers and
    fans are also invited to get in on the action and wear their own
    throwback apparel as they cheer on the game’s stars. Fans dressed in
    throwback gear will unlock a fan-friendly 73 percent discount on food
    and non-alcoholic drinks at the Colonial’s concession stands that day.

    To further embrace the spirit of Throwback Thursday, fans who make a
    charitable donation to The First Tee of Fort Worth – a youth development
    organization introducing the game of golf and its inherent values to
    young people – will also receive a commemorative Ben Hogan bobblehead,
    while supplies last.

    Bringing Fans Inside The 5: Schwab Performance Center

    A state-of-the-art fan engagement zone, “The 5: Schwab Performance
    Center,” will focus on the five modern fundamentals of both golf and
    investing, paying homage to tournament legend Ben Hogan’s
    ground-breaking approach to the game and Schwab’s modern approach to
    investing and retirement. The 5,000 square foot site includes a
    holistic, interactive training center that will allow fans the
    opportunity to get their golf swing analyzed and receive a custom golf
    lesson from GolfTEC teaching pros. Three simulators will also give fans
    the opportunity to compete each day in a closest to the pin challenge on
    the famous 13th hole and hit drives off the 18th
    tee at Colonial. Fans with tickets to the Charles Schwab Challenge can
    visit the Schwab Performance Center from May 23-26.

    An Immersive Digital Golf Experience

    Schwab is helping give fans an inside look at the challenging course at
    Colonial with help of four experienced PGA TOUR caddies, including Damon
    Green, Brennan Little, DJ Nelson and James Edmondson. Through a series
    of digital videos that are available on,
    the firm is spotlighting all 18 holes at Colonial and what it takes to
    help prepare the game’s greatest players for this iconic tournament.
    Each video features a different caddie sharing his specific insight on
    how to play each hole and serves to illustrate Schwab’s longstanding
    belief that taking ownership of your future – or in this case, the golf
    course – starts with the things that you do today. Schwab has also
    launched a digital content series called “The
    ,” which highlights several icons in the sport of golf
    that are challenging the status quo in their own fields – including Hall
    of Famer and entrepreneur Greg Norman; golf course architect David McLay
    Kidd; golf course developer and founder of Bandon Dunes, Mike Keiser;
    former professional golfer and current men’s head golf coach at the
    University of Oregon, Casey Martin; and coming in June golf course
    architect Bill Coore.

    Driving Off with a New Champion’s Prize

    As previously announced, a fully renovated and customized 1973 Dodge®
    Challenger will be awarded to the winning player of the Charles Schwab
    Challenge. A complement to the iconic Leonard Trophy that has been
    awarded at Colonial since 1950 and the Scottish royal tartan plaid
    jacket (since 1952), the Challenger prize is a first for the tournament
    and is designed to celebrate the year Schwab was founded, the
    challenging nature of the course at Colonial and the challenging spirit
    of the event and its players.

    The car will be on special display at the 10th tee during the
    tournament, until it is awarded to the player who will have his name
    etched on the Wall of Champions for 2019 at Colonial Country Club in Ft.

    Charles Schwab & Co. signed on as title sponsor of the PGA TOUR’s Fort
    Worth Invitational at Colonial Country Club in 2018. Already a major
    sponsor of the PGA TOUR and PGA TOUR Champions, the four-year agreement,
    which runs through 2022, marks the firm’s first-ever title sponsorship
    of a PGA TOUR event. It also reinforces Schwab’s commitment to the
    Dallas-Fort Worth Metroplex, which is home to the firm’s rapidly-growing
    presence in Westlake.

    For more information on the tournament, visit

    About the Charles Schwab Challenge

    As the Official Investment Firm of the PGA TOUR® and PGA TOUR
    Champions since 1997, Charles Schwab expanded its golf presence by
    assuming title sponsorship of the PGA TOUR’s annual tournament at
    Colonial Country Club beginning in 2019. The four-year agreement will
    run through 2022. The Charles Schwab Challenge is one of the country’s
    premier and longest-running PGA TOUR events, serving as a showcase for
    the game’s best players. The Wall of Champions at Colonial Country Club
    is populated by many of the game’s greatest names, with Fort Worth
    native and Colonial member Ben Hogan chief among them as the
    tournament’s only five-time champion, starting with the first two
    editions of the tournament in 1946-47.

    About Charles Schwab & Co.

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    Pete Greenley
    Charles Schwab & Co.
    [email protected]