FROM INCHEON TO CHICAGO: HOW GENESIS BUILT A DECADE-LONG RELATIONSHIP WITH THE PRESIDENTS CUP
Genesis first supported the Presidents Cup when the tournament came to Korea in 2015, before the brand officially launched. More than a decade later, Genesis completed its fifth involvement with the Presidents Cup in Chicago.
The 2026 Presidents Cup in Chicago marked more than a decade since Genesis first became an event sponsor.
The story began in 2015, when the Presidents Cup arrived in Korea for the first time.
Genesis had not yet launched as a standalone luxury brand. Hyundai Motor Company served as the tournament's Official Vehicle Sponsor, providing transportation for players, officials and guests throughout the week. The fleet included Genesis models, introducing many international visitors to a name that would soon become Hyundai Motor Group's dedicated luxury brand.
For Genesis, the event marked an early appearance on one of golf's biggest international stages.
Returning Under the Genesis Name
Four years later, Genesis returned to the Presidents Cup in a different role.
At the 2019 Presidents Cup in Melbourne, Australia, Genesis became the tournament's Official Automobile Sponsor as a standalone global luxury brand. It was the brand's first Presidents Cup under the Genesis name.
The Presidents Cup's international format took the competition to different host countries over the years. After Melbourne, Genesis continued its involvement as the tournament moved to Charlotte in 2022, Montreal in 2024 and Chicago in 2026.
The event brought together Team USA and the International Team and provided Genesis with an opportunity to engage players, guests and fans throughout tournament week.
Building a Broader Golf Portfolio
Genesis' golf activities expanded alongside its involvement with the Presidents Cup.
In 2016, the brand established the Genesis Point System in Korea. The following year, Genesis became title partner of the Genesis Invitational in the United States and the Genesis Championship in Korea.
The portfolio expanded again in 2022 with the addition of the Genesis Scottish Open.
In 2025, Genesis entered a global marketing partnership with the PGA TOUR, becoming the first Global Official Vehicle of the PGA TOUR and PGA TOUR Champions.
Together, these milestones marked Genesis' growing role across professional golf in Korea and abroad.
The Presidents Cup in Chicago
Genesis once again played a role in the Presidents Cup when the tournament was held in Chicago in 2026.
Throughout tournament week, Genesis vehicles were showcased across key locations on the course, including the VIP Entry Area, Gallery Entry Area and Fan Zone. Displays featured the GV90 Neolun First Edition, GV90 Neolun and GV80 Coupe Prestige Black, giving attendees an opportunity to experience some of the brand's latest models up close.
Beyond the vehicle displays, Genesis hosted a range of fan engagement activities, including live painting sessions by artist Jonas Never, a photo experience, postcard activation and scavenger hunt.
The brand also operated Genesis Hospitality Suites in two locations on-site, providing invited guests with tournament viewing opportunities alongside food and beverage service.
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