Some things just go hand in hand, like an iron and a ball or, many say, the LPGA's first major of the year and "Kraft Nabsico."
"This is the last year of Kraft's partnership with the LPGA and Kraft Nabisco and staff are focused that this event will stay in Rancho Mirage, stay at Mission Hills and finding that partner that could be the next 30 year partner," tournament director Gabe Codding said.
We talked to Codding about the different companies in the running for the new sponsorship.
"This event has never really been open so right now we are in dialogue with lots of various folks about what the fit might be," he said.
The tournament partners with Hazleden-Betty Ford Foundation for its Pro-am. We asked if a progression to a health and wellness focused tournament, much like how the Bob Hope transformed to the Humana, is in the future.
"There's a lot of natural opportunities with them and with Dinah Shore being an honorary member of the LPGA shore being an honorary member. Theres a lot of dialogue with them but with this much history it could be anyone," Codding said.
A new sponsorship in the works - with everyone working toward the goal of keeping this tournament right where it is for a long time to come.
"Mike Whan, Commissioner of the LPGA, has been very outspoken that as long as he is commissioner, the tournament will be here at Rancho here at Mission Hills so that rumor is not validated," he said.
Good thing, because fans and two time Kraft Nabisco Championship winner and Hall of Famer Karrie Webb agree.
"It definitely needs to stay here. There's too much history and tradition here. If the LPGA lacks anything in other events, it's that. We need to stay here at Mission Hills," Webb said.