Maui Sports

Alex Urban Named GM of Sentry Tournament of Champions

June 15, 2018, 4:34 PM HST
* Updated June 15, 10:41 AM
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Alex Urban, General manager, Sentry Tournament of Champions/PGA Tour

The PGA TOUR announced today that Alex Urban, formerly manager of Championship Management Communications, has been named the general manager of the Sentry Tournament of Champions. He joins the event’s executive director, Nancy Cross, with his position taking effect immediately. The 2019 Sentry Tournament of Champions returns to The Plantation Course at Kapalua January 2-6, 2019.

“I have been fortunate enough to be involved in the Sentry Tournament of Champions for the last few years and am absolutely thrilled to join Nancy here on the tournament staff,” Urban said. “I have great passion for this event and look forward to growing its role as an inflection point on the PGA TOUR schedule each season. With support from our players and from our world-class sponsor, the future of this event couldn’t be brighter, and I am ready to work with our dedicated volunteers, sponsors and charities that make this tournament such an impactful showcase of Maui and this community.”

Urban is joining long-time executive director, Nancy Cross, to assist with the day-to-day operations and lead the efforts in shaping the future of the tournament. The Sentry Tournament of Champions is the only event on the PGA TOUR schedule that exclusively features winners from the previous calendar year. Recent winners to of the event include worldwide stars like Dustin Johnson, Justin Thomas, Jordan Spieth and Patrick Reed.

Prior to his position with the Sentry Tournament of Champions, Urban began his PGA TOUR tenure working on the corporate partnerships team, managing and forging relationships with key Official Marketing Partners. Most recently, he worked on the TOUR’s Championship Management Communications team, supervising the public relations efforts for significant PGA TOUR events including its flagship event, THE PLAYERS Championship. It was in this role that Urban was first introduced to the Sentry Tournament of Champions, managing the PR and communications for the event beginning in 2016.

Before joining the PGA TOUR, Urban’s introduction to the golf industry came with the United States Golf Association where he worked on various projects with the organization’s communications group. He also was a media consultant for the SwingThought Tour, working with the NGA Tour before it merged with the eGolf Tour.


Urban grew up in Columbus, Ohio, where he fell in love with the sport attending the Memorial Tournament presented by Nationwide each year. He graduated from Clemson University with a degree in Political Science and a minor in Communications, and also earned a Master of Arts in Public Relations from the University of Georgia. Urban currently resides in Lahaina, Hawaiʻi.

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