European Tour stalwart Thomas Bjorn is to sponsor a new Challenge Tour event in his native Denmark this summer.
Bjorn has not won in Europe since September 2002
The 34-year-old, the first Dane to play in the Ryder Cup, won the Challenge Tour order of merit in his third and final season in 1995.
"It gave me so many great experiences," he said. "I am pleased to be able to give something back."
The Thomas Bjorn Open will be held at the Esbjerg Golfklub in Esbjerg from 9-12 June, tour officials confirmed.