Bye Bye Birdie: golf’s Bob Hope Classic is no more

For Bob Hope, golf was always a funny game.  The comedian himself once said that he could easily give it up … if only he didn’t have so many sweaters.

Now, eight years after his death, Hope’s eponymous tournament is at last changing its wardrobe — the Bob Hope Golf Classic will now be known as the Humana Challenge. And if the old name was a plaid wool vest, the new one might as well be a snotty, cut-off leather jacket with built-in nipple chains.

But the name change represents more than just a fashion update for the 21st century. For many it’s the end of an era. The appeal of Hope’s name contributed to the Classic’s status as one of the most popular tournaments throughout the ’70s and ’80s, and its celebrity Pro-Am competition attracted some of the biggest names in Hollywood. Even after his death, Hope’s family (and sponsor Chrysler) agreed to keep his name on the billing as long as a large portion of tournament proceeds was given to charity.

Yet while Hope’s abilities as a fundraiser nearly rivaled his prowess as a stand-up comic, his name just doesn’t carry the allure it once did. Not to say the legendary entertainer has been forgotten, but, to put it in perspective, Hope was almost 90 years old before Rory McIlroy was even born. [Insert your own broken hip joke here.]

Of course, the removal of celebrity names from tournaments is just par for the course nowadays. In fact, all four PGA tournaments in California used to have celebrity names attached, including the Bing Crosby National Pro-Am and the Glen Campbell-Los Angeles Open. ALL of them are now corporate sponsored. The skins game is a money game now, and a buried Bing Crosby (or even a live Tiger) just doesn’t pay as well as a Fortune 100 health insurance company looking for brand recognition.

As for the new name, the Humana Challenge at least manages to combine the event’s intent (charity, sort of) with its appeal (adventure), and it does so while maintaining a bit of the sport’s customary classiness. At least it’s not called the Halliburton Boom Shot ExtravaGOLFza for Millionz.

Because no matter what we call it, golf will always have its manners and traditions and snobbery.  They’re not putting zany windmills in front of the greens, or witches’ mouths that gobble balls and fart them out onto a circus slide. People will still hush each other. They’ll still drink white wine spritzers on the sidelines. Bad khaki will abound, and Bobby’s sweaters will always have a back to bogey from.

And even though he lost his name, I like to think that’s something Hope can still laugh about.