The American Express has long been a staple on the PGA Tour calendar - 66 years and counting - but for a while, it felt like the event was fading into the background. Tucked into a quiet January slot in California’s Coachella Valley, the tournament hasn’t exactly been a regular on network TV. And for a brief moment in 2019, when it was played as the Desert Classic without a title sponsor, it looked like the once-iconic Bob Hope Classic might be slipping into irrelevance.
Fast forward to 2020, and American Express steps in as title sponsor. Since then, the tournament has undergone a quiet but impressive transformation.
It’s not just about the golf anymore - although that’s certainly getting stronger - it’s about the experience. We’re talking headliners like Journey, Stevie Nicks, Gwen Stefani, Maroon 5, Keith Urban, and Train lighting up the desert nights.
That’s not your typical PGA Tour entertainment lineup.
But make no mistake - the real headline this year is the field. World No.
1 Scottie Scheffler is back in La Quinta, and while he’s yet to win the event, his consistent presence since a T-3 finish in 2020 has given the AmEx a major credibility boost. And he’s not coming alone.
This year’s field is being touted as one of the strongest the tournament has seen in decades. Five of the top 10 players in the world are set to tee it up, along with 12 of the top 25.
That’s not just solid - that’s elite. For a non-signature event, it’s a statement.
And it’s one the tour’s Future Competition Committee (FCC) will have to take seriously as it maps out the PGA Tour’s next era.
Pat McCabe, the tournament’s executive director, put it simply: “Whatever it does look like, we’re ready to go.” And he’s not wrong. The AmEx is locked in with its title sponsor and venue deals through 2028, and if the PGA Tour is rethinking its early-season schedule - especially if the Hawaii swing gets restructured or even dropped - the Coachella Valley could be primed for a bigger spotlight.
There’s already chatter about reshuffling the season opener. Torrey Pines needs a new sponsor in 2027, and there’s speculation that San Diego could end up hosting the Sentry.
If that happens, the AmEx becomes a critical chess piece. It’s the only one of the early West Coast events that must be played between January and March - the desert heat won’t allow for much flexibility beyond that.
And here’s the thing: the numbers back it up. According to the field rating from Nosferatu@VC606, next week’s AmEx boasts a stronger field than any signature event over the last two years.
Let that sink in. The only non-major or Players Championship with a stronger field was the Genesis Scottish Open.
That’s a remarkable stat for a tournament that, not long ago, was considered an afterthought.
Part of this year’s strength comes down to timing. The Sentry was canceled due to water issues in Maui, and with the season starting this week at the Sony Open, players are looking for early reps - especially on more forgiving courses.
That’s where the AmEx shines. It’s a player-friendly setup, and it’s attracting some big names for the first time: major winners Adam Scott and Matthew Fitzpatrick, rising star Ludvig Åberg, and Southern California native Max Homa, who’s making just his second appearance.
“We’ve seen an influx of players who maybe wouldn’t historically play our event,” McCabe acknowledged. “And we are thankful for that.”
So, is this year’s loaded field just a one-time thing? Maybe.
But it could also be a glimpse of what’s possible. If the PGA Tour is serious about evolving its schedule and elevating events that deliver - both in terms of fan experience and competitive depth - then The American Express deserves a seat at that table.
One thing’s for sure: the music’s playing, the stars are showing up, and the Coachella Valley isn’t going anywhere quietly.