Officials announced Monday that a deal had been reached with the Farmers Insurance Group, which has agreed to a deal for at least one year.
The Century Club, which operates the term, is hopeful that it will turns out to be a multi-year deal. The PGA Tour said Monday that Farmers, a subsidiary of Zurich Financial Services, has an option to be the title sponsor beyond 2010.
The tournament, formerly the Buick Invitational, will be called the Farmers Insurance Open when it begins Jan. 28.
This is the fourth new title sponsor the PGA Tour has signed up in the last two years, along with Waste Management (Phoenix), SBS (Kapalua) and The Greenbrier (West Virginia).
San Diego is the first PGA Tour event of the year that is broadcast on network television.
The Century Club, which operates the term, is hopeful that it will turns out to be a multi-year deal.