This charitable mission, forged through a powerful partnership between Genesis, the PGA TOUR and the TGR Foundation, has evolved into a strategic force for sustainable recovery. It is the living embodiment of the Genesis principle of “Son-nim,” or treating all as honored guests — a philosophy that extends from its cars to the very communities it serves. This year, that commitment was crystallized in a landmark $1 million pledge to continue the vital work of healing the region and inspiring its next generation.

The Genesis of California Rises

In the immediate aftermath of the 2025 wildfires, as communities across the Greater Los Angeles area faced unprecedented devastation, Genesis, alongside the PGA TOUR and TGR Live, launched California Rises. The initiative began with an impactful $8 million donation, in the form of 100 tournament vehicles and cash contributions donated to non-profit organizations, to support disaster relief and recovery efforts, including providing aid to families and individuals who lost transportation.

Although the 2025 tournament was held in San Diego, the inaugural “Birdies for Good” program and other initiatives successfully raised an additional $279,800, demonstrating that the heart of The Genesis Invitational is always with the people of Southern California. The initiative was a promise to stand with the community for the long and difficult journey of rebuilding that lay ahead.

A Unified Front in 2026

This year’s return to The Riviera Country Club continued to fulfill that promise. The Birdies for Good program once again turned moments of athletic brilliance into valuable support, with a $1,000 contribution made for every birdie or eagle on key holes. Max Greyserman sank a hole-in-one on the 14^th hole during Round 4, contributing a $25,000 donation to the program. Birdies for Good altogether generated an impressive $326,000, forming a significant part of the total $1 million commitment.

“It sends a powerful message that the city, all the services, we stand united," said Chief William “Billy” Peralta of the Los Angeles Fire Department (LAFD), a key beneficiary of the initiative. "When we have those united fronts that come together for a common goal, that's leadership. That creates the environment that people want to follow every single day."

He stressed that such collaboration has become essential. "The collaboration between community and private organizations and agencies is very important, in our sustainability and our operational effectiveness…. It was integral in us being successful as an organization."

Providing Long-Term Support

California Rises is strategically focused on sustained, long-term efforts needed to achieve full recovery. Providing vehicle support has been practical and crucial to maintaining an active response to the crisis.

Speaking on past vehicle donations from Genesis, Chief Peralta highlighted the difference they made. "Receiving the donated Genesis vehicles allowed us, in a dynamic city like Los Angeles, to be more proactive, allowed us more mobility, and allowed us to support the citizens in all different ways, getting to and from emergencies, non-emergencies; logistical support."

“The long-term support provides sustainability for us as an organization. The things that we don't think of [are] the normal daily operations that take place after the incident. The events of Jan. 7, 2025, are events that have changed the LAFD, the city of Los Angeles and the residents of the Palisades forever.”

This year, the initiative’s funds are strategically directed toward three pillars of that recovery:

1. Los Angeles Fire Department Foundation: Investing in the future of public safety, funds are directed toward essential equipment, advanced training and innovative programs that enhance the LAFD’s ability to respond to future emergencies.

2. Habitat for Humanity of Greater Los Angeles: Focusing on the most fundamental human need, shelter, this partnership aids in the physical rebuilding of homes and neighborhoods, providing stability and a foundation for families to reclaim their lives.

3. Genesis Inspiration Foundation: Healing the invisible wounds of trauma by nurturing the next generation, this component restores arts education access for children whose schools lost classrooms, instruments, and supplies for children in impacted communities, ensuring they have creative outlets for expression, healing and discovery.

An Enduring, Nationwide Commitment

California Rises is not the first time Genesis has provided support to local communities.

The Genesis Inspiration Foundation, founded in 2018, connects youth in under-resourced communities through the transformative power of the arts. In 2025 alone, it expanded its reach by donating a record $3 million to 83 deserving youth arts organizations nationwide. To date, contributions from Genesis and its network of retailers have enabled the foundation to award its beneficiaries over $13 million.

This same spirit drives Genesis Gives, the brand’s initiative focused on improving access to youth sports and education. In a recent activation that perfectly echoes the ethos of California Rises, Genesis donated $100,000 to announce the continuation of its long-standing partnership with First Tee, a nonprofit focused on empowering youth through character‑building programs and the game of golf. The presentation was held at the Genesis Lounge at SoFi Center in Palm Beach Gardens, Florida, reinforcing the brand's commitment to the future of golf. This latest contribution is part of a cumulative $500,000 donated by Genesis since the marque began its support for First Tee in 2022.

A Message of Gratitude and the Road Ahead

As the tournament concluded and Jacob Bridgeman was crowned the 2026 champion, the spirit of shared victory was palpable. Chief Peralta offered a heartfelt message to every partner, player and fan who contributed to the campaign’s success.

"I do just really, from the bottom of my heart, want to say thank you," he shared. "Your support, your contributions... You did what we needed at the time when we needed it and stood by us. And I just want to say thank you for that."

PACIFIC PALISADES, Calif., Feb. 23, 2026 — Genesis announced the successful conclusion of the 2026 Genesis Invitational, held from Feb. 19–22 at the iconic Riviera Country Club in Southern California. This year’s tournament marked a historic milestone as it celebrated the 100th anniversary of championship golf in Los Angeles, alongside Genesis’ 10th consecutive year as title partner.

Jacob Bridgeman Claims Victory at The Riviera

Jacob Bridgeman captured the 2026 Genesis Invitational title with a final total of 18 under par, 266 strokes, taking home $4 million and the 2026 GV80 Coupe Black. Rory McIlroy tied for second with Kurt Kitayama at 17 under.

During the competition, Max Greyserman recorded a hole-in-one at the 14th hole during Round 4, energizing spectators onsite.

A World-Class Field for a Centennial Year

As one of the PGA TOUR’s elite Signature Events, the 2026 tournament brought together an exceptional field, featuring 18 of the top 20 players in the Official World Golf Ranking — including World No. 1 Scottie Scheffler, World No. 2 Rory McIlroy, 2025 champion Ludvig Åberg, 2024 champion Hideki Matsuyama, and leading Korean PGA TOUR players Si Woo Kim and Tom Kim.

Players competed for a prestigious title, valuable FedExCup points, and the elevated prize package befitting a Signature Event.

Elevated Brand Presence Enhances Fan Experience

Throughout the tournament, Genesis showcased an extensive lineup of 18 vehicles, offering spectators and nationwide broadcast viewers an up close look at the brand’s design excellence and technological innovation. The display included the GV60 Magma model, the Electrified GV70, and the GV80 Coupe, each representing the brand’s commitment to performance, electrification, and future focused mobility.

In addition, Genesis created the Genesis 14th Hole Lounge, an immersive fan experience zone that drew strong engagement from visitors. The lounge featured Genesis Golf Collection merchandising displays, a TGL golf swing simulator experience, and an exhibition of Boston Dynamics’ four legged robot “Spot,” offering guests a unique blend of sport, technology, and entertainment that elevated the atmosphere throughout the tournament.

California Rises Campaign Continues

For the second consecutive year, Genesis expanded its support of the Southern California community through the California Rises initiative, created in response to the region’s devastating wildfires.

Genesis is contributing $1 million to support organizations including Habitat for Humanity, the Los Angeles Fire Department Foundation and the Genesis Inspiration Foundation. As part of this commitment, Genesis hosted the “Birdies for Good” charity program throughout the tournament, raising approximately $326,000 for California Rises — an amount included in the total $1 million contribution.

Partnership Extended Through 2030

Earlier this week, Genesis, the PGA TOUR, and TGR Live announced a multi-year extension of their longstanding relationship, ensuring Genesis remains the title partner of The Genesis Invitational through 2030.

This renewed commitment underscores the brand’s ongoing investment in professional golf and its dedication to elevating the global tournament experience for players, fans, and the local community.

PACIFIC PALISADES, Calif., Feb. 18, 2026 — Genesis enters its 10^th consecutive year of partnership with the PGA TOUR and TGR Live as title partner of the 2026 Genesis Invitational hosted by Tiger Woods at The Riviera Country Club.

"This year marks two milestones that are especially meaningful: 100 years of championship golf in Los Angeles, and 10 years of Genesis as title partner of this iconic tournament,” said José Muñoz, president and chief executive officer of Genesis. “But what makes this homecoming truly special is the resilience of this community. After devastating wildfires, we are proud to stand with our neighbors as Southern California rebuilds. Through California Rises and every touchpoint at this tournament, Genesis will welcome players, caddies, and fans as honored guests just as we have from the beginning."

Genesis the PGA TOUR, and TGR Live have been partners since 2016, when Genesis first became the title partner of the Genesis Open, now known as The Genesis Invitational. Earlier this week, Genesis, the PGA TOUR and TGR Live announced a multi-year commitment from Genesis to continue as title partner of The Genesis Invitational through 2030. The PGA TOUR and Genesis have expanded their relationship in recent years, naming the brand as the first global Official Vehicle of the PGA TOUR and PGA TOUR Champions as well as the Official Mobility Partner of the PGA TOUR.
 

World No. 1 and three-time reigning PGA TOUR Player of the Year Scottie Scheffler and World No. 2 and career Grand Slam champion Rory McIlroy headline a world-class field at the 2026 Genesis Invitational. 18 of the top 20 golfers in the Official World Golf Ranking will play at this year’s tournament, including 2025 Genesis Invitational champion Ludvig Åberg, Hideki Matsuyama (2024 Genesis Invitational champion), J.J. Spaun and Chris Gotterup.
 

The field will also feature leading Korean PGA TOUR players—Si Woo Kim and Tom Kim—reflecting Genesis’ global heritage and presence in the sport.
 

A Legacy at 100
 

The Genesis Invitational continues its role as a PGA TOUR Signature Event, a designation reserved for tournaments offering an elite field, elevated competition, and greater opportunities for fan engagement.
 

In its 100th year, the event will introduce expanded Genesis fan zones, immersive digital experiences and elevated brand moments designed to enhance every touchpoint across the Riviera Country Club.
 

California Rises: A Commitment to Community Recovery
 

Following the devastating 2025 Southern California wildfires, Genesis, TGR Live and the PGA TOUR launched California Rises, a charitable initiative supporting both immediate relief and long-term community rebuilding. Since its inception, California Rises has contributed more than $8 million in vehicle and financial donations to charitable organizations including the World Central Kitchen, California Fire Foundation, Genesis Inspiration Foundation, Salvation Army — Southern California Division, ThinkWatts Foundation, and the Los Angeles Fire Department Foundation.
 

In 2026, Genesis will contribute $1 million to support the next phase of California Rises, with a focus on long-term recovery. Funds will benefit organizations including the Los Angeles Fire Department Foundation, Genesis Inspiration Foundation, and Habitat for Humanity of Greater Los Angeles.
 

The Birdies for Good initiative will once again play a meaningful role in supporting California Rises, turning on-course performance into real community impact. For every birdie or eagle made at the 10th, 14th, 16th, 17th, and 18th holes, Genesis will contribute $1,000 to California Rises. Any player who records a hole‑in‑one on holes 14 and 16 will trigger a $25,000 donation.
 

Throughout the tournament, Birdies for Good creates an exciting connection between the competition at the Riviera Country Club and the long‑term recovery efforts benefiting communities across Southern California.
 

Additional contributions will be generated throughout tournament week via on-site QR code donations, and 100 percent of sales from California Rises merchandise.
 

Elevated Signature Event
 

The Genesis Invitational returns as one of the PGA Tour’s elite Signature Events for 2026, offering a limited field, elevated competition and expanded opportunities for elevated fan experiences.
 

Guests can look forward to the return of several fan favorite experiences, including live art from Jonas Never honoring the California coast and wildfire recovery, “Postcards from the Green” for messages to players or first responders, and a refreshed Kids Zone with family friendly activities.
 

Upgraded hitting and putting simulators styled after TGL technology, a new Genesis digital scavenger hunt, and the California Rises mosaic art installation will further elevate the on-course atmosphere.
 

Distinctly Korean Hospitality
 

Celebrating the brand’s Korean cultural heritage, Genesis embraces the principle of “Son-nim” — welcoming everyone as an honored guest. This unique Korean hospitality concept carries through to The Genesis Invitational, where players, caddies and spectators experience the same elevated level of hospitality across every touchpoint throughout the course.
 

This year’s players & caddies lounge features a dedicated space with complimentary barber services and recovery tools. Courtesy vehicles are allocated to all players, with tailored experiences aided by Genesis product specialists provided throughout the tournament.
 

At the 14th Lounge, fans can immerse themselves in the action at the 14th tee through the innovative Genesis Photo Drive, where your best tournament moments are captured by professional photographers across the course then delivered directly to your phone.
 

In addition, a complimentary coffee bar and Korean-inspired snacks will be available at the 14th Lounge. Genesis is also providing a shuttle service to transfer guests directly from the main entrance to the 14th Lounge on loop.
 

Guests of the tournament will have the opportunity to view the all-new GV60 Magma high performance vehicle which will be available in the U.S. soon, Prestige Black lineup, Genesis X Gran Equator Concept and more.
 

For more information on The Genesis Invitational, guests can visit www.genesisinvitational.com. More information about the full Genesis lineup can be found at www.genesis.com. 

PACIFIC PALISADES, Calif., and PONTE VEDRA BEACH, Fla., Feb. 17, 2026 — Genesis, The PGA TOUR, and TGR Live announced today a multi-year commitment from Genesis to continue as title partner of The Genesis Invitational through 2030. The agreement was announced Tuesday during a signing ceremony at The Riviera Country Club attended by PGA TOUR CEO Brian Rolapp, Hyundai Motor Group Executive Chair Euisun Chung and tournament host Tiger Woods. A press conference with Woods and Genesis President and CEO José Muñoz followed ahead of the historic event’s return to Pacific Palisades.

The 2026 Genesis Invitational marks a significant milestone for the tournament. First held in 1926, the event will be contested for the 100th time, marking a century of professional golf in Los Angeles. The 2026 tournament also signifies the resilience of the event and the community, returning to The Riviera Country Club after being held in San Diego in 2025 due to the wildfires that brought devastation to the Greater Los Angeles area. Sweden’s Ludvig Åberg will look to defend his title when the 2026 tournament gets underway on Thursday, Feb. 19.

“The PGA TOUR is proud to continue our growing relationship with Genesis and appreciate its continued support of The Genesis Invitational, a legacy event on our schedule that annually tests the world’s best players,” said PGA TOUR CEO Brian Rolapp. “As The Genesis Invitational makes its much-anticipated return to Pacific Palisades, this year marks the ideal moment to affirm Genesis’ support of this historic event.”

Genesis first signed in June 2016 as title partner before the tournament received elevated status ahead of the 2020 event that brought Woods as the official host and implemented several enhancements to its field and winner benefits.

“I’d like to thank Genesis for their renewed commitment to The Genesis Invitational,” Woods said. “Together with Genesis, we have found new ways to elevate this tournament over the past decade. We are grateful to Genesis for their continued partnership and support of the tournament and TGR Foundation.”

One of the TOUR’s longest-running tournaments, The Genesis Invitational originally debuted in 1926 as the Los Angeles Open, with the event staged at various area courses before settling at The Riviera Country Club in 1973, making it one of only nine current venues to appear on the TOUR schedule for more than 50 years. Known as the site of Jack Nicklaus' professional debut, Woods' first PGA TOUR tournament and with 25 champions in the World Golf Hall of Fame, the tournament has witnessed countless unforgettable moments in golf history.

“We are proud to extend our partnership with the PGA TOUR, Tiger Woods and TGR Foundation, and to continue the journey of The Genesis Invitational through 2030,” said Euisun Chung, Executive Chair, Hyundai Motor Group. “The Genesis Invitational represents the values of integrity, respect and excellence that define both the sport of golf and the Genesis brand. As we celebrate the tournament’s 100th playing, this milestone marks a century of progress for the championship. Together with our partners, Genesis remains committed to elevating this historic tournament and to creating lasting value not only for the game, but also for our communities and future generations.”

As The Genesis Invitational returns to Pacific Palisades in 2026, so too does California Rises, inspired by the resilience, unity and hope of the Los Angeles community. With a focus on rebuilding communities, advancing fire prevention and inspiring the next generation, proceeds raised by the charitable initiative this year will benefit Habitat for Humanity, the Los Angeles Fire Department Foundation and the Genesis Inspiration Foundation. Habitat for Humanity will aid in the rebuilding efforts across Los Angeles, while funds directed to the Los Angeles Fire Department Foundation will go toward essential equipment, training and programs that enhance public safety and emergency response. The Genesis Inspiration Foundation is focused on restoring and reimagining arts and music programs for children impacted by last year’s wildfires.

The PGA TOUR and Genesis have expanded their relationship in recent years, with the organizations announcing a new Global Official Marketing Partnership in June 2025 that named the luxury vehicle brand as the first global Official Vehicle of the PGA TOUR and PGA TOUR Champions as well as an Official Mobility Partner of the PGA TOUR. As part of the agreement, Genesis was also named the first sponsor of the World Feed, produced from PGA TOUR Studios, that delivers unprecedented, exclusive content to professional golf fans across the globe.

Genesis deepened its commitment to professional golf the following month, inking a multi-year agreement to continue as title partner of the Genesis Scottish Open, the historic national open that in 2022 became the first-ever tournament to be co-sanctioned by the PGA TOUR and DP World Tour. The brand is also a founding partner and official automotive partner of TGL, the title partner of the DP World Tour’s Genesis Championship in Korea and has served as the Official Automobile Sponsor of numerous Presidents Cups.

The 2026 Genesis Invitational begins Thursday, Feb. 19, at The Riviera Country Club with broadcast coverage on CBS/Paramount+, Golf Channel and three PGA TOUR Studios properties: PGA TOUR LIVE on ESPN+, Sirius XM PGA TOUR Radio and the TOUR’s World Feed.

SAN DIEGO, Calif., Feb. 17, 2025 — The 2025 Genesis Invitational concluded Sunday on Feb. 16 at Torrey Pines Golf Course in San Diego, marking a historic week of world-class golf and charitable impact through California Rises, a joint initiative launched by Genesis, TGR Live, and the PGA TOUR. This year’s tournament served as a dedicated platform to highlight the strength of the Los Angeles community, first responders and the various organizations providing support to those affected by the Southern California wildfires.

Through the “Birdies for Good” initiative at the 2025 Genesis Invitational, every birdie, eagle and hole-in-one helped contribute to wildfire relief. Genesis donated $300 per birdie and eagle and a $10,000 for every hole-in-one that occurred. At the conclusion of the tournament, 868 birdies and eagles were made with two spectacular hole-in-ones from champion Ludvig Åberg and Keegan Bradley, totaling $279,800 through Birdies for Good to be donated to California Rises.

Over the course of the tournament, players, fans and partners made a lasting impact beyond the leaderboard. Several players joined wildfire recovery and relief efforts pledging their own donations prior and during The Genesis Invitational, further demonstrating the spirit of giving that defined this year’s tournament.

“Congratulations to Ludvig Åberg on his victory this weekend. While we saw incredible performances on course this week, we witnessed the power of the golf community coming together to support those in need,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Through California Rises, and the generosity of players, fans and partners, we’ve raised critical funds for relief and rebuilding efforts. We are prouder than ever to stand with Los Angeles, alongside our partners at TGR Live and the PGA TOUR, and support this community as they recover from the devastating wildfires.”

Fans and visitors contributed to California Rises through the purchase of tickets and California Rises merchandise. Over the course of the tournament, $23,115 worth of merchandise was sold, with 100 percent of the proceeds supporting the initiative.

Prior to The Genesis Invitational, Genesis announced its commitment to wildfire recovery and relief with 100 tournament vehicles, valued at $7.5 million[1], donated to nonprofit organizations, including the Salvation Army — Southern California Division, ThinkWatts Foundation and the Los Angeles Fire Department Foundation. The Genesis SUV models donated, including the GV70, which is assembled in the U.S., and the GV80 family, will support organizations for disaster relief and recovery efforts, including providing aid to families and individuals who have lost their transportation.

The brand’s Southern California retail partners have also contributed $150,000 to date, bringing the brand’s total wildfire relief charitable contributions above $8 million.

Beyond the charitable contributions, the tournament honored first responders, front-line workers, and those personally impacted by the wildfires. California firefighters and first responders were welcomed as special guests, receiving exclusive access including spots in the official pro-am, engagement with PGA TOUR players, and recognition throughout the week in appreciation of their service.

Their stories, and those of the four California Rises beneficiaries, were featured during the live tournament broadcast on GOLF Channel, CBS, and PGA TOUR LIVE on ESPN+ and across PGA TOUR social platforms.

The Genesis Lounge allowed supporters the opportunity to send thank you notes to first responders through “Postcards from the Tee” and view L.A. artist Jonas Never’s themed California Rises poster featuring the Genesis golf bear embracing the state of California.

Chippin’ In, a PGA TOUR Studios original content series starring Jason Kennedy and Jimmy Darts,  made its debut on PGA TOUR YouTube Channel and PGA TOUR FAST channel, blending competition and meaningful conversations with significant impact. The pilot episode highlighted PGA TOUR and California natives Max Homa and Collin Morikawa as the pair raised money for the California Fire Foundation, as part of Genesis’ monetary commitment to California Rises and backing from FedEx. An Altadena family, who lost their home to the wildfires, was featured on the episode and surprised with a $10,000 donation and a GV80.

Additional Chippin’ In content was featured across TOUR social platforms and in live coverage of The Genesis Invitational on GOLF Channel and CBS. 

[1] Calculated based on MSRP and freight costs

SAN DIEGO, Calif., Feb. 11, 2025 — In response to the recent wildfire devastation in the Los Angeles area and across California, Genesis, TGR Live and the PGA TOUR are launching the California Rises initiative at the 2025 Genesis Invitational at Torrey Pines Golf Course to drive relief and recovery efforts for affected communities. As part of the California Rises initiative, Genesis is donating $8 million in 100 tournament vehicles and cash contributions and the Tiger Woods-hosted PGA TOUR event will serve as a platform to highlight the remarkable stories of resilience and response from the community, first responders and charitable organizations.

“We all want to help after the devastating wildfires. Southern California is our home and the location of our North American headquarters and design studio,” said José Muñoz, President and Global Chief Executive Officer, Genesis. “We are contributing $8 million dollars in car and cash donations to support organizations instrumental in the relief and rebuilding efforts.  Together with our partners at TGR Live and the PGA TOUR, the focus of the 2025 Genesis Invitational will be helping those affected by the wildfires through California Rises.”

“The Genesis Invitational has called Los Angeles home for nearly a century and has a long-standing history of positively impacting the community,” said Mike Antolini, Tournament Director of The Genesis Invitational. “Although we are not at Riviera this year, we are proud to be part of California Rises in support of the relief efforts.”

“The game of golf has always played a role in bringing people together for a common cause, and the PGA TOUR is proud to support the efforts of the California Rises initiative at The Genesis Invitational,” said Jay Monahan, Commissioner of the PGA TOUR. “We commend Genesis, Tiger Woods and TGR Live for their leadership and we are grateful to Farmers Insurance®, Mayor Todd Gloria and the city of San Diego and the Century Club for their collective efforts as we relocated The Genesis Invitational to Torrey Pines.”

California Rises

Inspired by the strength and hope of the Greater Los Angeles community, Genesis’ charitable initiative, California Rises, will aid in the rebuilding efforts as a result of the California wildfires that devastated the region in January. California Rises will raise funds for the American Red Cross, World Central Kitchen, California Fire Foundation, and the Genesis Inspiration Foundation. These organizations have already made significant impacts in the wildfire response and will continue to play an important role in the ongoing recovery efforts. The Genesis Inspiration Foundation, a 501(c)(3) nonprofit organization committed to connecting youth to the transformative power of the arts, will support arts education programs at schools impacted by the fires.

Genesis will be donating 100 vehicles used by the players throughout the tournament week, valued at $7.5 million dollars [1], to various nonprofit organizations, including the Salvation Army-Southern California Division, ThinkWatts Foundation and the Los Angeles Fire Department Foundation. Donated models include the brand’s SUV models, including the GV70, which is assembled in the U.S., and the GV80 family. The donated vehicles will used by the organizations for disaster relief and recovery efforts, including supporting families and individuals who have lost their transportation.

California Rises follows the brand’s previous actions in response to the wildfires, donating funds for immediate disaster relief and recovery efforts supporting evacuees and first responders in January. The brand’s Southern California retailer partners have also contributed $150,000 to date. These contributions and vehicle donations made by Genesis will exceed more than $8 million donated to wildfire relief.

The Genesis Invitational will feature a number of initiatives and activations, giving players, fans and tournament supporters an opportunity to support California Rises.

During tournament competition (Thursday, Feb. 13 through Sunday, Feb. 16), every shot will have extra incentive through “Birdies for Good.” For every birdie and eagle made during The Genesis Invitational, $300 will be donated to California Rises, with $10,000 donated should a hole-in-one occur.

Ticket fees from all tickets purchased for the 2025 tournament will be donated to the California Rises initiative, and tournament attendees can purchase California Rises merchandise available at the tournament shop and Torrey Pines pro shop, with 100 percent of the proceeds going to charity.

Throughout the course there will be links to the donation site (pgatour.com/CaliforniaRises). Additionally in the Genesis Lounge, located on the 9th tee, fans can send a thank you note to first responders at Postcards from the Tee. 

The annual collectible Genesis Invitational poster from acclaimed L.A. artist, Jonas Never, has shifted from its traditional golf theme to a custom California Rises piece featuring the Genesis golf bear hugging the state of California.

In addition to charitable donations, The Genesis Invitational will highlight first responders, front-line workers and those personally affected by the wildfires. First responders and firefighters from California will be on-site as guests of the tournament with exclusive access, including spots in the official tournament pro-am, interactions with PGA TOUR players and special recognition throughout the week as a thank you for their services.

Their stories, and those of the four California Rises beneficiaries, will be highlighted during the live tournament broadcast on GOLF Channel, CBS and PGA TOUR LIVE on ESPN+ and across PGA TOUR social platforms.

The Genesis Invitational week will also feature the debut of Chippin’ In, a PGA TOUR Studios original content series starring Jason Kennedy and Jimmy Darts that blends playful competition with captivating conversation and a significant charitable impact. The pilot episode will feature PGA TOUR players and California natives Max Homa and Collin Morikawa as the group raises money for the California Fire Foundation, as part of Genesis’ monetary commitment to California Rises and with support from FedEx. Filmed on Monday of tournament week on Torrey Pines’ North Course, the episode will debut on Thursday on PGA TOUR YouTube and PGA TOUR FAST Channel, with additional content featured across TOUR social platforms and in live coverage of The Genesis Invitational on GOLF Channel and CBS. 

To learn more or contribute to California Rises, please visit pgatour.com/CaliforniaRises.

[1] Calculated based on MSRP & freight costs

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.

Zalatoris hit the 184-yard shot with his 7-iron while on his way to a 2-under finish for the round. As a prize for making the incredible hole-in-one, Zalatoris was handed the keys to a new Genesis GV80 while his caddie, Joel Stock, was awarded an Electrified GV70. 
 

“Anytime you make a hole-in-one it’s special, but when you get to win a car, it’s so much better,” said Zalatoris. “It’s a memento for life for that ace. It’s one that we both get to enjoy too.” 
 

“On behalf of Genesis, we are pleased to congratulate Will Zalatoris on making the first hole-in-one during tournament play at the 2024 Genesis Invitational,” said Claudia Marquez, Chief Operating Officer of Genesis Motor North America. “We are delighted to present Will and his caddie Joel Stock with new Genesis vehicles and wish them the best of luck for the remainder of the tournament.” 
 

The Genesis GV80 that Zalatoris will take home represents Genesis’ design ethos of Athletic Elegance and Beauty of White Space while delivering a refined performance and exceptional comfort. The Electrified GV70 that Stock received is the first Genesis model to be assembled in the United States, offering class-leading safety standard equipment and technologies with bold design. 
 

The Genesis Invitational is one of the most historic and longest-running events on the PGA TOUR and this year marked Genesis’ eighth year as title sponsor. 

PACIFIC PALISADES, Calif., Feb. 15, 2023 — Genesis enters its eighth consecutive year of partnership with the PGA TOUR, TGR Live, and TGR Foundation, title sponsoring the 2024 Genesis Invitational hosted by Tiger Woods at The Riviera Country Club. 
 

"Our goal is to ensure Genesis Invitational is a tournament where world-class players can play their absolute best," said Global Head of Genesis Mike Song. "We'll continue to deliver Genesis' differentiated experiences to players, caddies, and spectators alike."
 

Tournament host Tiger Woods will make his 2024 PGA TOUR debut at The Genesis Invitational. Woods is joined by 18 of the top 20 golfers in the Official World Golf Ranking, including Scottie Scheffler, Rory McIlroy, Viktor Hovland, Xander Schauffele and Wyndham Clark. 
 

Also at the tournament will be the PGA TOUR’s Korean players, including Byeong Hun (Ben) An, Sungjae Im, Si Woo Kim and Tom Kim. 
 

Elevated to Signature Event 
 

The Genesis Invitational was elevated once again this year as one of the eight PGA TOUR Signature Events for 2024. Signature Events are highly coveted tournaments featuring a limited field, offering increased prize money and FedExCup points. 
 

The winner of this year’s tournament will receive a 2025 Genesis GV80 Coupe and $4 million of the $20 million purse. 
 

Genesis is also continuing its signature double hole-in-one prize for both players and caddies at the 14th and 16th holes, with eligibility renewed each round. 
 

The player with the first hole-in-one each day on the 14th hole each round will be awarded a Genesis GV80, while his caddie will receive a Genesis Electrified GV70. In addition, the first player to ace the 16th hole each round will win a Genesis GV70 and his caddie will take home a Genesis GV60. 
 

Each year, tournament proceeds contribute to advancing the educational programs of TGR Foundation for students in Southern California and beyond through the TGR Learning Lab. This year, Genesis Gives is donating $100,000 each to three youth sports organizations — First Tee, Girls on the Run, U.S. Soccer Foundation — to continue the momentum of Genesis Gives’ reach and support of youth development through the means of sports in the U.S. In just the past couple of years, Genesis and its non-profit foundation have donated $10 million to various athletics, STEAM and arts education initiatives. 
 

Distinctly Korean Hospitality 
 

Celebrating the brand’s Korean cultural heritage, Genesis takes meticulous care to ensure that all its customers are treated as “Son-nim”, meaning honored guest — a unique Korean hospitality concept The Genesis Invitational is no exception, bringing the same level of elevated hospitality experience to players, caddies, and spectators at every touchpoint through a variety of programs on-site. 
 

This year’s Players & Caddies Lounge features a complimentary barber service and physical therapy tools. Courtesy vehicles are allocated to all players, with tailored experiences aided by Genesis product specialists provided throughout the tournament. 
 

Other activations on-site include “Chari-tees,” presented by Genesis Gives and the Genesis Inspiration Foundation, where guests can select a charitable organization that resonates with them and their passions and “Postcards from the Green” where spectators can write postcards to their favorite players and loved ones. 
 

At the 14th Lounge, fans can immerse themselves in the action at the 14th Tee with Bang & Olufsen headphones, showcasing the sounds of a player’s shot or capabilities of headphones with music. Guests can also test their game with “Closest to the Pin” challenges, and younger players with the “Magic Pond.” Artist Jonas Never returns for a third year with a live painted mural featuring the GV80 Coupe in an iconic Hollywood setting. 
 

In addition, a complimentary coffee bar and Korean-inspired snacks will be available at the 14th Lounge. Genesis is also providing a shuttle service to transfer guests direct from the main entrance to the 14th Lounge on loop. 
 

Guests of the tournament will have the opportunity to view two Genesis concept cars — the X Gran Berlinetta Concept and X Convertible Concept by the main entrance and valet entrance, respectively. 
 

A total of 220 Genesis cars will be deployed throughout the tournament — 18 of which will be on display throughout the course. Spectators will have a chance to experience the lineup of Genesis vehicles in its entirety, including the newly redesigned designed GV80 SUV and first-ever GV80 Coupe; the 2023 MotorTrend Car of the Year G90 flagship sedan: the Electrified G80 executive sedan; the G70 sport sedan; and the all-electric GV60 SUV. 

Chul Min Lee, Genesis Brand Experience Officer, shares the story of Genesis branding and highlights the distinctive nature of its marketing tactics. 

How would you assess the recognition of Genesis as a luxury brand? 

When Genesis took its first step as an independent brand [in 2015], it had two criteria to evaluate its success as a luxury brand. The first is whether Genesis comes to mind when customers list luxury brands. If our customers consider Genesis among the many respected luxury automotive brands that enjoy a deep history upwards of 100 years, we thought it would be a solid sign of good brand direction. The second indication of success is if the media categorizes Genesis in the company of these historic luxury brands. We hold the media’s perspective in high esteem because it is at the forefront of industry trends and market changes. Year after year, the volume of such comparisons with the world’s luxury automotive brands has increased. Additionally, it’s important to note that Genesis considers sophistication and satisfaction to be the value of true luxury, rather than simply a number on a price tag. We believe the essence of luxury lies in individual experiences and emotional connections. 

How do you approach different perceptions in Korea and abroad, namely the United States? 

As a global luxury brand, we strive to provide a consistent brand experience across all touchpoints, to all customers around the world. However, there are still some differences in perceptions between Korea and other regions, including the United States, which is why we also customize our approach to each market, depending on the timing of entry and specific market position. The scale of the results varies, but North America is a particular strength where sales and market share are increasing each year. For instance, Genesis has been ranked as the No. 1 brand by J.D. Power’s Tech Experience Index (TXI) for the past three years and was awarded the No.1 premium brand by the same organization’s Initial Quality Survey (IQS) in 2022. MotorTrend has also bestowed our flagship G90 model with the honor of 2023 Car of the Year. Overall, Genesis’ modern interpretation of Korean values and characteristics plays a crucial role in our global success. Differentiating Genesis from other luxury automotive brands, this is a unique foundation that has been met with positivity in the global market.

What strategy has Genesis employed to compete against other luxury auto brands with much longer histories? 
 

Genesis’ success is based on remaining true to our DNA of being Audacious, Progressive, and Distinctly Korean, and each element is continuously refined as the brand evolves. With design as the greatest force driving the brand, Genesis has sought global expansion by designing not only products but also distinctive customer experiences. 

What’s the strategy for Europe, where most other luxury auto brands are based? 
 

Our European presence is still fresh, having only entered the market in 2021, but we have seen steady recognition for product competitiveness in a region native to most other luxury automotive brands. Genesis aims to further strengthen our brand in Europe by taking the lead in electrification, and with an expanded EV lineup in the works for the next few years, there is great excitement among consumers for these upcoming models. Genesis’ engagement with the European market is also bolstered by our title sponsorship of the Scottish Open, Europe’s prestigious golf tournament, as well as the ongoing expansion of brand experience locations in the United Kingdom, Germany and Switzerland. 

Speaking of golf, how did golf marketing become a major focus for the brand? 
 

The game of golf’s intrinsic elements of mutual respect, dignity and innovation are very much in line with the values of Genesis. As a result, we’ve been very interested in golf from the beginning, as we believe it is the most effective way for us to tell our brand story. A key distinction of Genesis’ golf partnerships is our focus on courtesy toward both players and caddies, coupled with active and sincere communication with fans through our emphasis on Genesis hospitality. 

Genesis is also well known for its collaboration with Tiger Woods. How did this relationship come about? 
 

Our Tiger Woods partnership began with our sponsorship of the Genesis Invitational, formerly known as Genesis Open, which is hosted by Tiger Woods. We’ve worked with Woods’ TGR Foundation for seven years now. The tournament was upgraded to the Genesis Invitational in 2020, and Tiger Woods now personally invites players to compete.

Genesis has also provided luxury transport for numerous high-profile events and celebrities. What are some of these highlights? 
 

In addition to partnerships with film festivals like the Academy Awards and the Busan International Film Festival, we also provide transportation to events that are part of Genesis’ commitment to expanding customer experiences. Genesis has supplied vehicles for world-class musicians such as Yunchan Lim, Sunwook Kim and Seong-Jin Cho to travel to major performances in comfort. Along with extending a fleet of vehicles for large events, we support smaller occasions that bring “a sense of Genesis” to our target audience, allowing our prospective customers experience Genesis in the process. 

A key distinction for Genesis is its brand experience spaces like Genesis House New York and Genesis Studio Hanam. What can customers expect to find when they visit? 
 

We now have various types of brand-exclusive experience spaces that reflect the brand philosophy and identity of Genesis, such as Genesis Studio, Genesis Lounge and Genesis House. With around 70 locations around the world, including the United States, China and Europe, customers can explore a variety of cultural experiences through hands-on activities, vehicle display and purchase, as well as food and beverages. Korean spaces in Hanam, Anseong, Suji, and Gangnam have seen nearly 730,000 visitors per year as of 2022, and Genesis House New York consistently receives more than 5,000 visitors monthly. 

How are Genesis brand experience spaces different from traditional car showrooms? 
 

Our spaces are not limited to the traditional role of a car showroom, serving as a branded multi-cultural space with a lifestyle component. The cultural experience opportunities are in line with Genesis' concept of “experiential consumption,” going beyond a mere journey of purchase to designing an experience. Genesis House New York, which opened in November 2021 in Manhattan, is the first of the brand's multi-cultural locations. It is an "oasis of culture in the city" that not only showcases vehicles but also includes a Korean restaurant, terrace garden and library where customers can relax and be culturally inspired. The Genesis Lounge at the Shilla Hotel in Seoul, opened in January 2023, is a private haven that fully embodies Genesis' unique brand philosophy. Here, owners of the G90 Long Wheel Base can immerse themselves in the sensory experience that Genesis has to offer with a variety of gourmet food and music in spaces such as the bar, dining room and sound room. Each brand experience space is focused on providing a rich experience that encapsulates Genesis’ identity. 

What’s the ultimate branding goal of Genesis? 

Rather than focusing on short-term customer satisfaction, Genesis is committed to a long-term approach aimed at enhancing the lives of our “Son-nim” [a Korean term for esteemed guests] based on our core beliefs. By offering the utmost attention and care, Genesis strives to make customers feel safe and comfortable in every experience with our products, spaces and services.