The Cognizant Classic in the Palm Beaches is returning in 2027 on the same weekend, but with a new executive director.
Cognizant will be held February 25-28 at PGA National, its 21st year at the resort, and once again will kick off the Florida Swing, which will have a new look for 2027.
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The PGA Tour confirmed the Florida Swing will be adjusted with Cognizant followed by the Cadillac Championship at Doral (March 4-7), The Players Championship (March 11-14) and the Arnold Palmer Invitational (March 18-21).
The Valspar Championship will move from its March date to May 6-9.
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With PGA Tour CEO Brian Rolapp planning an overhaul to the schedule starting in 2028, Cognizant’s future beyond 2027 still remains uncertain.
Max Novena has been named interim executive director of the Cognizant Classic in The Palm Beaches
Leading Cognizant will be Max Novena, who was named interim executive director. Novena was executive director of The Sentry in Maui, Hawaii, from 2022-25. The 2026 Sentry was canceled in September, and in April the Tour announced it would not be returning to Hawaii.
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Novena replaces Todd Fleming, who was among PGA Tour staff members laid off April 23.
“I’m excited to help lead the Cognizant Classic in the Palm Beaches, which has such a rich Tour history in a community that is passionate about golf,” Novena said in a statement. “This region is synonymous with world-class golf and I’m looking forward to continuing to build on the incredible experience for fans, players, partners and volunteers.”
Cognizant suffered in recent years because of the schedule and remains in a similar spot in 2027 surrounded by several significant tournaments.
The tournament follows three popular West Coast events; AT&T Pebble Beach Pro-Am, WM Phoenix Open and the Genesis Invitational. Pebble Beach and Genesis are expected to be signature events with $20 million purses.
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The three Florida events following Cognizant will offer purses of at least $20 million, with the Cadillac and the API being signature events sandwiching The Players, which this year had a $25 million purse.
Cognizant had a $9.6 million purse in 2026.
Ken Kennerly returning to help run Cognizant Classic
Nico Echavarria poses with the trophy after winning the Cognizant Classic in the Palm Beaches at PGA National Resort & Spa on Sunday, March 1, 2026, in Palm Beach Gardens, FL.
The Tour also announced Ken Kennerly, the longtime executive director of the tournament when it was known as the Honda Classic, has been appointed president of the Children’s Healthcare Charity. Kennerly will work closely with Novena in helping run Cognizant.
PGA Tour Events, which owns and operates Cognizant, partners with Children’s Healthcare Charity along with Cognizant, PGA National and The Palm Beaches.
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Prior to his role at The Sentry, Novena worked for Kelly Slater Wave Co., where he shaped business strategy for Surf Ranch and future wave technology destinations worldwide. He also served as championship director and sales director for multiple USGA national championships, and held positions with the University of Colorado, the Colorado Avalanche and the Denver Nuggets.
“We’re excited for Max to bring his institutional knowledge and deep commitment to community and service to our team in Palm Beach Gardens,” said Jordan Uppleger, Vice President of PGA Tour Events. “Combined with his track record of growing revenue across some of the largest markets in the country, he has the unique ability to connect our events more closely with their hometown.”
The Tour’s return to the Miami area after a 10-year absence fell flat with Cadillac suffering from being held in late April and early May because of the weather and a crowded sports calendar in South Florida. It was the same weekend as the Formular 1 Miami Grand Prix at Hard Rock Stadium.
The Arnold Palmer Invitational at Bay Hill has followed Cognizant the last several years.
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Tom D’Angelo is a senior sports columnist and reporter for The Palm Beach Post. He can be reached at tdangelo@pbpost.com.
This article originally appeared on Palm Beach Post: Cognizant in same spot; new dates for Cadillac, Arnold Palmer in 2027
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