The 2025 Genesis Championship was no exception. As the brand’s longest title-sponsored golf tournament, this event continues to serve as a platform to showcase how Genesis brings this philosophy to life not only for spectators, but also for the players and caddies. From elevated hospitality lounges to thoughtful touches on and off the green, the Genesis Championship exemplifies the brand’s commitment to excellence and care. But the final touch of Genesis’ unique brand of hospitality can be found in the Genesis model awarded to the one and only champion.

This year, on its grand stage, Junghwan Lee claimed the championship title, earning not just the coveted trophy but also a bespoke GV80 Black for himself. With his newly earned DP World Tour seed thanks to his triumph at the 2025 Genesis Championship, Lee has gained a foothold in the global arena, competing in the 2025 HSBC Abu Dhabi Championship in November and South Africa’s Nedbank Golf Challenge in December as his first tournament of the 2026 season.

Bespoke Luxury Befitting the Honor of a Champion

Genesis first gifted a bespoke Electrified G80 to the 2024 Genesis Championship winner Byeong Hun (Ben) An, a gesture meant to honor the excellence, performance and precision exhibited by the champion throughout the tournament.

As last year’s champion, Junghwan Lee was awarded an exclusive Genesis GV80 Black — a one-of-a-kind expression of the Genesis’ “Athletic Elegance” design ethos and innovative engineering ingenuity. Genesis Black is a trim exclusive to select Genesis models, distinguished by their striking black color theme that extends throughout the interior and exterior exuding understated luxury.

Upon opening the driver’s door, the eye is immediately drawn to the custom signature plate affixed to the arm rest. The plate is engraved with the year 2025 and Lee’s initials, the Genesis Championship trophy and the number of strokes that secured him the win. The signature plate was carefully crafted to complement the bold black interior of the Genesis Black series.

Continuing the theme are the headrests, each bearing the Genesis wing logo, the year 2025 and the player’s initials that are exquisitely embroidered on the smooth and supple black Nappa leather.

In addition, the doorsteps are adorned with bespoke engraving. The first-row doorsteps display the unmistakable “Champion’s Drive,” while the second row’s carry “Road to the World,” signifying how the Genesis Championship is an important pathway for Lee as he advances to the global golfing scene.

During the vehicle handover ceremony that took place at Genesis Suji, the Genesis Newsroom caught up with Lee who shared how he felt about his win and what it meant to him to be a new owner of a one-of-a-kind Genesis.

Genesis One of One Program: A Genesis Made for One

The Genesis One of One program, introduced in 2021 through a private showcase to its Middle Eastern customers, was officially launched in December 2023. Representing the pinnacle of personalization and craftsmanship, each model in the program is an exclusive creation, customized to reflect the personalities and preferences of its owner — from individualized design elements to bespoke features that ensure no two vehicles are the same.

Euikyeong Kang of Genesis’ One of One team, who oversaw the creation of Lee’s custom GV80 Black, said, “Although the 2025 Genesis Championship winner’s prize model is not a fully bespoke model from our One of One program, we focused on weaving into the car Lee’s journey to victory and entering the global stage through the Genesis Championship as a pathway. It showcases Genesis’ capabilities of expressing customers’ stories by adding personalized touches to their cars.”

Following its launch in the Middle East, Genesis plans to expand the One of One program to other key regions, including Korea.

Transcending Moments into Unforgettable Memories

From the grand stage of the Genesis Championship to the intricately designed interiors of Lee’s personalized GV80 Black, the brand continues to demonstrate its ability to transform extraordinary moments into lasting memories.

For Junghwan Lee, this bespoke GV80 Black is not just a trophy, but a testament to his achievement and a symbol of the painstaking attention to detail and sophisticated care Genesis extends to its champions.

Donald and his wife Katie were spectators at the 2025 Genesis Scottish Open in July, where they won an all-expenses-paid trip to the 2025 Genesis Championship in Korea. The Glasgow residents snagged this once-in-a-lifetime opportunity after correctly predicting that Colombian golfer Nico Echavarría would land a hole-in-one on the 6th hole.

“When I first heard that we had won, I literally couldn’t believe it,” said Donald. “I remembered that Nico Echavarría placed second in the Sony Open before the Genesis Scottish Open, which is why I chose him as the player likely to get a hole-in-one.”

The luxury hospitality package included business class flights, five-star accommodation, shopping and sightseeing activities in a chauffeur-driven Genesis G90, and, of course, VIP tickets to watch the 2025 Genesis Championship.

Luxury Hospitality the Genesis Way

The Genesis Championship, now in its ninth year, is a key event for title sponsor Genesis. Golf sponsorships represent the luxury marque’s commitment to the sport, which reflects its “Athletic Elegance” design philosophy through focus, precision and keen attention to detail.

The brand is also title sponsor for other world-class annual golfing events, including the Genesis Invitational and Genesis Scottish Open, in addition to being a founding partner of Tomorrow’s Golf League (TGL), which blends traditional golf with immersive virtual indoor golf. Genesis is also the official vehicle sponsor for the Abu Dhabi HSBC Championship and the Presidents Cup. These events serve as key platforms to showcase Genesis’ unique brand of hospitality.

Guided by Genesis’ “Son-nim” philosophy — where every visitor is treated as a cherished guest — the Genesis Championship weaves Korean hospitality and authentic cultural experiences into every aspect of the event.

The Genesis Suite, an exclusive hospitality space for VIPs, offered an unparalleled spectator experience with gourmet food and drink, curated artwork displays from the Genesis Cheongju exhibition and premium viewing areas overlooking the green. There, guests watched as 126 Korean and international players from the DP World Tour and the KPGA TOUR vied for the $4 million prize pool.

“It’s an amazing venue,” said Donald, “and the hospitality has been fantastic. The scenery, the trees, the autumn colors coming through; just absolutely stunning.”

Elevated Experiences for Spectators

The couple also spent time exploring the Fan Village, a welcoming environment for fans to connect with the Genesis brand and experience Korean culture while enjoying premium amenities and the immersive virtual reality golf simulator.

As a large-scale tournament with athletes and fans from around the world in attendance, Genesis carefully curated a diverse menu. Fans could not only enjoy the golf, but also a variety of international and local culinary options, giving them the opportunity to experience Korean culture through its food and snacks. The Gallery Plaza food court featured local specialties from Cheonan, including walnut cookies and “sundae,” or Korean blood sausage, as well as international options such as pork rice bowls, barbecue, “yakisoba,” or Japanese stir-fried noodles, “karaage,” or Japanese fried chicken, and handcrafted burgers.

“The food’s been outstanding,” said Donald.

Another highlight of the Fan Village was the TGL swing simulator, which allows fans to experience TGL's innovative golf simulator technology and practice their swing in a virtual golf environment similar to the TGL game format. This immersive experience showcased Genesis’ commitment to engaging new generations of golf fans and how TGL harnesses technology and innovation in sport.

Such virtual golfing simulations, called “screen golf,” are a common pastime in Korea. “I haven’t experienced Korean golf culture beyond watching matches yet, but I would like to try [screen golf] if I get the chance,” said Donald.

The Mcleods also stopped by the Genesis Collection booth. This pop-up store was filled with official Genesis merchandise like limited-edition hats, umbrellas, tumblers and folding spectator chairs, giving fans the chance to take home exclusive souvenirs. Visitors were also able to purchase a variety of Genesis-branded items, such as scale models of Genesis cars, teddy bear keychains and a variety of golf accessories.

Experience of a Lifetime

“The level that Genesis provided to us has just provided memories that we’ll keep forever. It’s been brilliant,” said Donald.

The Mcleods, who enjoy following the matches, were thrilled to see such a strong field of players. “My favorite golfer is Xander Schauffele, ever since he won the first year Genesis became the title sponsor of the Scottish Open in 2022,” Donald reflected. “We also know Sung-jae Im and Si-woo Kim.”

Donald expressed that Genesis tournaments have become more popular, “Especially since it has become the Genesis Scottish Open, more famous players have participated, which has also contributed to higher viewership. I believe that for a few years now the Genesis Championship has naturally helped raise awareness of the Genesis brand as well.”

The Mcleods were among 20,000 spectators at Woo Jeong Hills Country Club in Cheonan, Korea, who witnessed Junghwan Lee win with a score of 11-under 273, taking home $680,000 and a Genesis GV80. Lee also won a two-year seed for the KPGA TOUR and DP World Tour. This win marks the first victory by a KPGA TOUR player at an event co-sanctioned by the DP World and PGA Tours. Korea’s own Seungbin Choi finished 7th overall, securing himself a spot in the 2026 Genesis Scottish Open.

Follow the couple's VIP journey in the video below:

CHEONAN, Korea, Oct. 27, 2025 — After four days of world-class golf at the Woo Jeong Hills Country Club in Cheonan, Korea, Junghwan Lee claimed victory at the 2025 Genesis Championship (Oct. 23-26), earning him a $680,000 cash prize, a Genesis GV80, and a two-year seed for the DP World Tour and KPGA TOUR, respectively.

Lee finished with a total of 11-under-par 273, three strokes ahead of Nacho Elvira from Spain and Laurie Canter from England, who tied for second place. This makes him the first KPGA TOUR player to win a tournament co-sanctioned with an overseas tour.

“I’m proud to be the first KPGA TOUR player to win a co-sanctioned event between the KPGA TOUR and an overseas tour,” said Lee. “I think I’ll be giving the GV80 to my wife,” he added, celebrating his victory.

Milestone Achievements for Korean Golfers on the Global Stage

Lee competed in the Genesis Scottish Open in both 2024 and 2025, having earned exemption rights as one of the top-ranking players on the Genesis Points system. In 2024, he became the first KPGA TOUR player to make the cut at the Scottish Open, finishing tied for 46th.

Following Seungtaek Lee, who advanced to the PGA TOUR through the Korn Ferry Tour via the Genesis Points system, Junghwan Lee’s victory at this year’s Genesis Championship has now earned him a place on the DP World Tour—marking another milestone achievement made possible through Genesis’ continued support of golf and Korean men’s professional players’ advancement onto global tours.

Meanwhile, Seungbin Choi, who finished tied for 7th (the highest finish among KPGA TOUR players excluding the winner), has earned qualification to compete in the 2026 Genesis Scottish Open.

Despite being held outside the Seoul metropolitan area, this year’s tournament drew strong crowds, matching last year’s ticket sales in Songdo, Incheon, and welcoming large crowds of fans cheering for the players throughout the event.

Unparalleled On-Site Experiences

Along with four Genesis cars displayed throughout the course, including a GV80 and a G80 Black sedan, spectators enjoyed the Fan Village, where they were able to enjoy a variety of brand experiences. In addition to local delicacies offered at the food court, the Genesis Collection brand merchandise was available for purchase. Spectators also had a chance to try out their swings at the TGL golf simulator.

In line with Genesis’ philosophy of providing thoughtful care to both players and caddies, Genesis continued the tradition of the Players and Caddies Café, where players and caddies were able to rest and recharge with an array of signature Korean snacks.

Following the Championship, Genesis will return to the green next month at the 2025 Abu Dhabi HSBC Championship as the official vehicle sponsor.

CHEONAN, Korea, Oct. 23, 2025 — The Genesis Championship returns this week in its ninth edition at Woo Jeong Hills Country Club in Cheonan, featuring 126 of the world’s top golfers from the DP World Tour and the KPGA TOUR.

Co-sanctioned for the second year by the two tours, the Genesis Championship boasts a prize pool of $4 million — the largest among KPGA TOUR tournaments. The 2025 champion will take home $680,000 and a GV80.

The 2025 Genesis Championship is set to offer an exciting blend of elite competition, luxury hospitality, and brand activations, solidifying its reputation as one of the premier global golf events.

World-Class Player Field

This year’s event brings together a mix of globally ranked players including 90 golfers from the PGA TOUR and the DP World Tour, joined by 36 top-tier Korean players from the KPGA TOUR, up from 30 players last year. The latter also represents the top 36 in the Genesis Points standings.

Korea’s top three PGA TOUR players — the defending champion Byeong Hun (Ben) An, Siwoo Kim and Sungjae Im — are set to tee off alongside fellow Korean players from the KPGA TOUR. International players joining them on the turf include past Masters champions Hideki Matsuyama and Adam Scott, who both won the Genesis Invitational in 2024 and 2020, respectively.

In addition to the prize pool, the 2025 champion will also receive 835 Race to Dubai Ranking points, 1,300 Genesis Points, and two-year exemptions on both the DP World Tour and KPGA TOUR. As the final event in the Back 9 series, the Genesis Championship plays a critical role in determining the top 110 players in the Race to Dubai Rankings, securing their DP World Tour cards for 2025. The top 70 players will then advance to the first event of the DP World Tour Play-Offs, the Abu Dhabi HSBC Championship.

“We are thrilled to welcome a stronger global field this year, featuring many of the world's top-tier players,” said Mike Song, Global Head of Genesis.” “It's also exciting to see greater participation from Korea, with 36 Korean players — six more than last year — joining the field. Their presence underlines the growing stature of the Genesis Championship on the international stage.”

During this year’s tournament, the first player to achieve a hole-in-one at the 13th hole will walk away with a GV70 for himself and a GV60 for his caddie. Additionally, the first player to hole out and ace at the 16th hole will take home a G80 Black sedan. These prizes highlight Genesis’ continued dedication to supporting both the players and their caddies.

Premiere Hospitality and Brand Experiences

Rooted in Genesis’ “Son-nim” philosophy where every visitor is treated as an honored guest, the Genesis Championship infuses every aspect of the event with Korean hospitality and authentic experiences.

At the Genesis Suite, a private hospitality space for VIPs, guests can enjoy premium food and beverage services, artworks from the exhibition being held at Genesis Cheongju, and viewing areas that overlooks the course.

The Fan Village serves as a vibrant hub where spectators can explore interactive exhibits, a virtual reality TGL golf swing simulator, live performances and Genesis car displays, alongside sampling local delicacies at the food and beverage zones. Additionally, visitors can explore the Genesis Lifestyle Collection at the Fan Village, where brand merchandise will be available for purchase and customization.

The Players and Caddies Café provides a variety of refreshments including signature Korean snacks, creating a space where players and caddies can relax and recharge while experiencing authentic Korean flavors.

Watch it Live

The 2025 Genesis Championship will be broadcast live on SPOTV, SPOTV GOLF & HEALTH, and SBS GOLF 2 in Korea, NBC GOLF CHANNEL in North America, SKY SPORTS in Europe and FOX SPORTS in Australia. The tournament will also be televised in over 170 countries globally, from Oct. 20 to 27.

Amid a strong field consisting of 90 DP World Tour players and 30 KPGA players, Ben An, right, came out on top with a score of 17-under 271, taking home $680,000 and a Genesis Electrified G80. At left is Mike Song, Global Head of Genesis.

Hongtaek Kim, second from right, finished highest among KPGA TOUR players with a score of 11-under, earning an exemption card for the 2025 Genesis Scottish Open. At front left is Ben Cowen, Chief Tournament Business Officer at the DP World Tour.

Eight Genesis models were displayed throughout the tournament this year, including the Genesis Electrified G80.

Also displayed was the Genesis G80 EV Magma Concept.

Continuing the tradition of the signature double hole-in-one prize, a Genesis GV70, right, was on offer for the first player to ace the 17th Hole, along with the Genesis GV60, left, for his caddie.

Genesis’ thoughtful hospitality was evident in the Players & Caddies Café, receiving praise from DP World Tour players and caddies alike.

Newly introduced at this year’s tournament, a wide array of Genesis Collection merchandise was available for purchase at the Fan Village. 

Genesis Collection merchandise was also available at the Genesis Suite. 

Over the course of four days, approximately 23,000 spectators visited this year’s tournament to witness the world-class competition and incredible sportsmanship, marking the end of yet another successful Genesis Championship.

SEOUL, Oct. 28, 2024 — The 2024 Genesis Championship came to an exciting close in a playoff at Jack Nicklaus Golf Club Korea in Songdo, Incheon, as Byeong Hun (Ben) An secured a first-hole playoff victory over Tom Kim. Co-sanctioned by the DP World Tour and KPGA TOUR, the tournament captivated fans worldwide, drawing approximately 23,000 spectators.

Byeong Hun (Ben) An clinched the title with a score of 17-under 271, taking home a $680,000 cash prize and a Genesis Electrified G80.
 

“Winning on Korean ground for the first time in ten years wasn’t easy, but I prepared extensively. I had a good season, and I’m grateful to earn a trophy at the final event—it feels like a bonus,” said Byeong Hun (Ben) An.
 

Finishing highest among the Korean players, Hongtaek Kim earned himself an invitation to the 2025 Genesis Scottish Open as he tied for ninth at 11-under.

Marking one of the most highly anticipated events of the year, this year’s Genesis Championship introduced a range of new offerings under the theme of “New Heights of Excellence.”

Genesis spared no effort in supporting players and caddies to help them perform their best. This included providing transportation and hotel accommodation for all players, as well as offering a K-culture experience package for the families of international players, allowing them to focus entirely on the tournament.
 

The tournament also offered various programs for golf fans. Spectators enjoyed a diverse brand experience through the Fan Village and Genesis Suite, which featured exclusive goods like golf and lifestyle collections, as well as the History Wall, showcasing Genesis’ journey and dedication to golf. 

Near the 10th hole tee box, visitors could try the Virtual Venues Live 3D sound system from Bang & Olufsen, as featured in the Genesis G90 flagship sedan.
 

In addition, Genesis displayed eight vehicles throughout the tournament venue, including the recently launched Electrified G80 and GV80 Black, capturing the attention of spectators.
 

In line with its commitment to sustainability, Genesis incorporated eco-friendly practices, including Hyundai Motor Company’s fuel cell electric buses for player transportation.
 

Following the 2024 Genesis Championship, Genesis will continue its presence in major international golf tournaments as the vehicle sponsor of the Abu Dhabi HSBC Championship in November and as title sponsor of the Genesis Invitational in February 2025.

SEOUL, Oct. 24, 2024 — The Genesis Championship returns to the prestigious Jack Nicklaus Golf Club Korea in Incheon, featuring an elite field of 120 golfers from the DP World Tour and KPGA TOUR. As the tournament enters its eighth year, it continues to grow as a premier global event, delivering exciting competition alongside elevated hospitality for players and spectators alike. 

The 2024 champion will take home a redesigned Electrified G80 and $680,000 from a total prize pool of $4 million — one of the largest prizes ever awarded at a golf tournament in Korea. The winner will also receive 5,000 Race to Dubai Rankings Points from the DP World Tour and 1,300 Genesis Points from the KPGA TOUR. The highest-finishing Korean player will secure exemption at the 2025 Genesis Scottish Open, co-sanctioned by the PGA TOUR and DP World Tour. 

Genesis will continue its tradition of awarding a hole-in-one prize at the 17th hole, offering a redesigned GV70 to the first player to achieve this feat, along with a GV60 for his caddie. Additionally, a new prize has been introduced for the 8th hole, where the first player to score a hole-in-one will win a GV80 Coupe. 

World-Class Golfers Take Center Stage 

This year’s Genesis Championship features a field of 90 DP World Tour players and 30 KPGA TOUR players, marking its evolution into a global event and offering a stronger pathway for talented golfers to showcase their skills on the international stage. 

From the DP World Tour, champions Pablo Larrazábal and Nicolai Højgaard—winners of last year’s Korea Championship Presented by Genesis and DP World Tour Championship, respectively — will compete, along with top contenders Matteo Manassero and Thriston Lawrence. 

Korean players on the field will include Tom Kim and Byeong-hun (Ben) An from the PGA TOUR, as well as some of the most talented golfers from the KPGA TOUR. Sanghyun Park will return to the course to defend his title as winner, alongside 29 other standout players who performed exceptionally in the last 20 tournaments of the season leading up to this event. 

As the final event in the prestigious Back 9 series, which includes national Opens, the Genesis Championship plays a critical role in determining the top 110 players in the Race to Dubai Rankings, securing their DP World Tour cards for 2025. The top 70 players will then advance to the DP World Tour Play-Offs. 

"The Genesis Championship has become Korea's flagship golf event, providing a platform for Korean players to excel on the global stage," said Mike Song, Global Head of Genesis. "As the tournament continues to evolve and expand beyond Korea, we look forward to an exciting competition between Korean and international players, offering them a pathway to further their careers globally." 

Elevated Hospitality for All Honored Guests 

Genesis is proud to showcase its commitment to Korean cultural heritage through its approach to hospitality, treating everyone as “Son-nim” (meaning 'honored guest'). This ethos is fully expressed at the Genesis Championship, where players, caddies, and spectators are treated to an exceptional experience. 

The Players & Caddies Café has been enhanced, offering healthy food and beverages along with signature Korean snacks, such as “yakgwa.” Player and caddie transportation and accommodation services have been upgraded, with added amenities such as mobile handlers and concierge kiosks. 

Genesis is also offering international players' families a unique opportunity to experience Korean culture through the “K-Experience” tourism package, providing an exclusive look at Korean attractions beyond the tournament. 

In a new initiative, the tournament will feature Hyundai Motor Company’s fuel cell electric buses for player transportation, underscoring Genesis’ commitment to sustainable solutions. 

Throughout the course, eight displays of Genesis vehicles will be featured, including the redesigned Electrified G80 and the GV80 Coupe. 

For the first time, golf fans will be able to purchase Genesis Collection merchandise at an offline venue, with products available at both the Fan Village and the Genesis Suite. 

Registered Genesis vehicle owners will also have a chance to win exclusive access to the Genesis Suite near the 18th hole, where they can enjoy premium hospitality and explore the Genesis Collection. 

The Genesis Championship will be broadcast on SBS Golf2 and SPOTV Golf&Health in Korea, and televised in 47 regions globally, including North America, Europe, China, and Southeast Asia, from Thursday through Sunday. 

NORTH BERWICK, Scotland, July 14, 2024 — After four days of world-class golf at the Renaissance Club in North Berwick, Scotland, Robert MacIntyre claimed victory at the 2024 Genesis Scottish Open (July 11-14). With a score of 18-under, the Scotsman was one shot ahead of his nearest challenger, Adam Scott, to take home the $1.58 million USD purse and an Electrified GV70.

 
A dramatic final day ended with MacIntyre sinking a birdie putt from 22-feet on the final hole to win by a single shot and claim his third DP World Tour title, his second on the PGA TOUR, and his first Rolex Series title. By going one better than his runner up finish in 2023, he becomes only the second Scot to win the Scottish Open, after Colin Montgomerie in 1999. 

This year’s edition marks the third time Genesis has sponsored the Genesis Scottish Open as the title sponsor, demonstrating the brand’s robust commitment to golf globally. The Genesis Scottish Open, co-sanctioned by the DP World Tour and PGA TOUR, is one of Europe’s most prestigious golf tournaments and is part of the coveted Rolex Series. The prize purse for this year’s event amounted to $9 million USD, with a top-class field featuring six of the top 10 players in the Official World Golf Rankings. 

Korean player Sungjae Im recorded a joint 4th-place finish with a score of 14-under par, four shots behind the champion. As the tournament winner, MacIntyre also took home the Jock MacVicar Association of Golf Writers Memorial Award — presented to the leading Scottish player — ahead of Connor Syme, who finished in joint 15th place on 12-under, and Grant Forrest, who finished joint 39th with a score of 8-under. 

To elevate the fan experience at the tournament, a “6th Hole Stadium Experience” gave spectators an opportunity to be assigned to a group to watch from the tee box, with a chance to win a VIP experience for two to the Genesis Championship in Korea if their assigned player hit an ace. In addition, a wider variety of programs were prepared for fans, reflecting the brand’s unique philosophy on hospitality that places customers at the heart of every brand touchpoint, including “The Academy,” “The Arcade” and an interactive kinetic installation booth for fans to “Electrify Your Drive.” 

A fleet of 163 Genesis vehicles graced the tournament to provide operational support, ensuring attentive care for the players and tournament partners. Visitors to the Genesis Mobile Lounge had an opportunity to sign up for a test drive. 

Genesis also offered sophisticated hospitality with The Players & Caddies Café as a space for relaxation for players and caddies.

But at Genesis, it goes beyond that.

For years, the luxury brand has sponsored numerous golf tournaments, from the PGA TOUR and the KPGA TOUR to the DP World Tour. 

Behind these sponsorships is Genesis’ “audacious commitment” to the sport, and a strong conviction that the two share the same ideals: respect, integrity and excellence. 

“We want to connect with golf fans all around the world and build strong relationships within the golf community, especially through our distinguished care for players, caddies and fans,” says Mike Song, Global Head of Genesis. 

“Our strategy is to create original experiences that are personalized for our customers and partners. This way, we can show our dedication to providing excellent service and making people feel welcome.”

Title Sponsorships 

Genesis is currently title sponsor of the following three events. 

• The Genesis Invitational: Genesis has established itself as a prominent sponsor in the golf scene, notably through its sponsorship of The Genesis Invitational since 2017. Hosted by golf legend Tiger Woods, this prestigious golf tournament on the PGA TOUR takes place in February at the Riviera Country Club in Pacific Palisades. 

This year’s event, which was elevated as one of the eight PGA TOUR Signature Events, attracted some of the world's top golfers with a $20 million prize purse. Hideki Matsuyama finished 17-under 267, earning him the coveted 2024 Genesis Invitational trophy, a Genesis GV80 Coupe and a $4 million winner’s check. Signature Events are highly coveted tournaments featuring a limited field, offering increased prize money and FedEx Cup points.

At the 2022 Genesis Invitational, Genesis Motor America announced the launch of a new corporate social responsibility initiative called Genesis Gives. Since then, it has joined hands with the TGR Foundation, founded by Woods, in supporting thousands of local youth participating in science, technology, engineering and math (STEM) education across the United States. 

• Genesis Scottish Open: In 2022, Genesis became the title sponsor of the Genesis Scottish Open, highlighting its dedication to the global golf community and the rich legacy of golf in Scotland. The sponsorship marked the first co-sanctioned event between the PGA TOUR and the DP World Tour, bringing attention to one of Europe's most significant tournaments. 

The Genesis Scottish Open holds a significant position as one of the top five tournaments on the DP World Tour, known collectively as the Rolex Series. 

Most recently, Rory McIlroy clinched the 2023 title with an impressive 15-under-par that put him one shot ahead of Robert MacIntyre. McIlroy earned $1.62 million and a Genesis Electrified GV70.

Held at the exclusive Renaissance Club just outside Edinburgh in East Lothian, Scotland, the 2024 Genesis Scottish Open is scheduled to run from July 11 to 14, with a $9 million purse. 

• Genesis Championship: The KPGA TOUR event has been hosted by Genesis since 2017, with the brand playing a pivotal role in helping the growth of men’s professional golf in the country. 

Earlier this year, Genesis announced the merging of the Genesis Championship with the DP World Tour’s Korea Championship Presented by Genesis, resulting in the co-sanction of the Genesis Championship by the DP World Tour and the KPGA TOUR. 

Sanghyun Park won last year’s championship, winning a 300 million won ($220,000) cash prize, the Genesis GV80 Coupe and a ticket to compete at the 2024 Genesis Scottish Open.

The 2024 Genesis Championship is scheduled to take place from Oct. 24 to 27 at Jack Nicklaus Golf Club Korea in Incheon. The championship will have a prize fund of $4 million, making it the largest purse for both a KPGA TOUR event and any DP World Tour event held in Korea. 

Vehicle Sponsorships 

Genesis also provides vehicles for golf events, ensuring that players and tournament stakeholders get in and around the course in comfort and luxury. 

• Abu Dhabi HSBC Championship: In 2022, Genesis signed a five-year sponsorship with Abu Dhabi HSBC Championship, agreeing to provide a fleet of cars to transport VIPs and golfers throughout the DP World Tour event held at Yas Links Abu Dhabi in the United Arab Emirates. 

• Presidents Cup: Genesis has also been an official vehicle sponsor of the Presidents Cup since the 2019 Presidents Cup in Melbourne, Australia. In 2021, Genesis signed on to be the official vehicle sponsor of the global tournament, committing to sponsor a fleet of cars for the 2022 event in Charlotte, North Carolina, the upcoming 2024 event in Montreal, Canada, and the 2026 event in Chicago, Illinois. The biennial event is a series of men’s golf matches between a team presenting the United States versus an international team of the rest of the world except Europe. 

‘Son-nim’ Hospitality 

A key element that makes Genesis golf sponsorships stand out is their customer-centric approach on the field — not only toward players, fans and spectators, but also for the caddies. This approach is grounded in Genesis’ hospitality model serving distinguished guests, known in Korean as “Son-nim.” 

Such respect for caddies is highlighted through the tradition of gifting Genesis vehicles to both the player and their caddie when a hole-in-one is made. In the 2023 Genesis Championship held last October, Garam Jeon aced the 17th during the third round, winning the Electrified GV70 for himself and the GV60 for his caddie.

At the Genesis Invitational, players and caddies enjoy complimentary barber services and can access physical therapy equipment at the so-called Players & Caddies Lounge. The same lounge is conveniently set up next to the driving range at the Genesis Scottish Open and the Genesis Championship, where both players and caddies can grab quick snacks and drinks, or drop by for a rest. 

Caddies also receive personalized bibs featuring their names, a token of acknowledgment for their crucial role. 

More Than an Investment 

When approaching golf sponsorships at this level, considerations go beyond immediate sales numbers. Fans can immerse themselves in the Genesis brand by engaging in various activities offered on the sidelines. 

During the most recent Genesis Invitational, guests had the opportunity to test Bang & Olufsen headphones at the 14th Tee, send memorable postcards to their loved ones and watch a live painted mural. Nearby, guests could indulge in complimentary coffee and Korean-inspired snacks, as well as explore the complete Genesis lineup of production vehicles.

“Sponsoring golf events provides an opportunity to showcase our cars to a global audience, allowing potential customers to experience and appreciate the quality, innovation and luxury associated with the Genesis brand,” says Song, the Global Head of Genesis. “By associating our brand with prestigious golf tournaments, we aim to generate preference and consideration among consumers.”

By aligning the brand with a sport that embodies values such as respect, integrity and excellence, Genesis enhances the overall image of the brand and creates a strong identity in the minds of consumers, Song underscored.

SEOUL, April 3, 2024 — Genesis has signed a new agreement with the DP World Tour that will see the Korea Championship become the Genesis Championship from 2024 onwards, with the tournament merging with the KPGA TOUR’s existing Genesis Championship. 

The Genesis Championship will be held at Jack Nicklaus Golf Club Korea in Incheon, Korea and will take place from October 24 to 27, 2024. The tournament now occupies a prime position as the final tournament in the Back 9 — a series of nine events that encompass the DP World Tour’s most historic tournaments and national Opens. The top 110 players on the Race to Dubai Rankings in partnership with Rolex at the conclusion of the Back 9 phase will earn their DP World Tour cards for 2025, while the top 70 qualify for the DP World Tour Play-Offs. The tournament prize fund is increasing to $4 million, with 5,000 Race to Dubai Rankings Points now on offer. 

The tournament will be co-sanctioned with the KPGA TOUR, with a field comprising 90 DP World Tour players and 30 KPGA TOUR players. This builds on the Strategic Alliance that was agreed between the two Tours in May 2023, which expanded the pathway for KPGA TOUR players to play on the DP World Tour. 

This three-year title partnership agreement elevates Genesis’ partnership with the premier men’s professional golf tournament in Korea, where it was previously the presenting partner of the inaugural Korea Championship in 2023. Spain’s Pablo Larrazábal took home the trophy last year for his eighth DP World Tour title. The winner of the 2023 Genesis Championship, Sanghyun Park, will also be headed to the Genesis Scottish Open this year before defending his title in the newly merged 2024 Genesis Championship. 

Speaking about the new agreement, Mike Song, Global Head of Genesis, said: “We are excited to open a new chapter in the Korean golf scene where global players and Korean players can compete and showcase their skills in Korea. As title sponsor, Genesis takes great pride in supporting Korean male golfers on their journey to the global stage.” 

Guy Kinnings, Chief Executive Officer of the DP World Tour, added: “Genesis continues to be an incredible partner to the game of golf worldwide and with this new agreement, the Genesis Championship will be elevated in every way for 2024. Our new look Back 9 phase will add extra excitement, with the tournament playing host to a plethora of dramatic storylines as players bid to keep their Tour cards and qualify for the Play-Offs.” 

Wonsup Mike Kim, Commissioner and Chief Executive Officer of the KPGA TOUR and KPGA added: “As we eagerly anticipate the outstanding performances of KPGA TOUR players participating in the 'Genesis Championship', this event marks a significant milestone in fostering a closer relationship between the DP World Tour and KPGA TOUR. We extend our best wishes for a successful tournament.” 

Genesis has shown a strong commitment to golf with a history of tournament partnerships. This includes the Genesis Invitational, which has been part of the PGA TOUR since 2017, and the Genesis Scottish Open — a co-sanctioned tournament between the DP World Tour and PGA TOUR — where it has been Title Sponsor since 2022. Genesis has also supported other renowned golf tournaments including The Presidents Cup, and the KPGA TOUR’s Genesis Points list. 

INCHEON, Korea, Oct. 15, 2023 — Genesis successfully concluded the 2023 Genesis Championship at Jack Nicklaus Golf Club Korea in Songdo, Incheon.

 
Sanghyun Park defeated Yongjun Bae at the second playoff hole to win this year’s tournament with a total score of 17-under 271, taking home a 300 million won cash prize and a Genesis GV80 Coupe as well as sponsor exemption rights to play in the 2024 Genesis Scottish Open. 

Garam Jeon scored the first hole-in-one at the 17th hole during the third day of the tournament, winning the Electrified GV70 for himself and the GV60 for his caddie. 

The 2023 Genesis Championship was attended by all six winners of previous events, including Sungjae Im, the 2019 tournament champion and recent Hangzhou Games gold and silver medalist. With approximately 16,000 spectators attending over the course of four days, the tournament garnered significant attention from golf enthusiasts in Korea. 

As one of the most highly anticipated events of the year, this year’s Genesis Championship introduced a range of new offerings under the theme of “Road to Excellence”. 

Genesis offered a wider range of tiered hospitality options for spectators this year by introducing the Championship Lounge that was offered to the public for a premium fee, along with the Genesis Suite that provides access exclusive to Genesis vehicle owners. 

At the Gallery Plaza, diverse amenities and activities, including Full Swing simulators and Bang & Olufsen listening booths, as well as a variety of F&B options were available to spectators. 

Moreover, the brand displayed its latest models on site, including the recently redesigned GV80 and GV80 Coupe, GV80 Coupe Concept, and the G70 Shooting Brake. 

Genesis continued its tradition of extending its care not only to golfers but also to the caddies. A separate trophy for the winner’s caddie and the Players & Caddies Lounge illustrated Genesis’ ongoing commitment to supporting the sport through its sponsored events. 

“I could feel Genesis' attention to detail throughout the tournament, and I think that led to a strong performance, ultimately resulting in a win,” said Sanghyun Park. “It was one of the final games of the season that also offers exemption rights for [the Genesis Scottish Open], so I was nervous throughout the game, but I pulled it off.” 

Meanwhile, Jaemin Kim, who caddied for last year’s winner Yeongsu Kim, garnered attention with his participation in this year’s tournament. With Yeongsu Kim’s winnings at the 2022 Genesis Championship and KPGA’s Genesis Point Awards, the pair toured together on the DP World Tour as well as participating in the 2023 Genesis Invitational, setting a commendable example of a bond between and a golfer and a caddie. 

"The Genesis Championship focuses on honoring players and caddies while allowing players to live up to their fullest potential,” said Mike Song, Global Head of the Genesis brand. “Through our sponsorship of major tournaments in Korea and around the world, we will continue to provide golf fans and all stakeholders with original brand experiences and strengthen the brand's global presence.” 

With the end of the 2023 Genesis Championship, Genesis-sponsored golf tournaments for the year have come to a close. Genesis’ audacious commitment to the sport of golf will continue in 2024, kicking off the year as vehicle sponsor of the Abu Dhabi HSBC Championship in January and as title sponsor of the Genesis Invitational in February.