On Scotland's east coast, the world's best golfers gathered at The Renaissance Club for the 2026 Genesis Scottish Open, navigating shifting coastal winds and demanding fairways in the relentless pursuit of perfection. 10,000 kilometers away in Brazil, the FIA World Endurance Championship (WEC) kicked off at the 6 Hours of São Paulo in Interlagos, where drivers pushed themselves and their machines to the limit over a grueling six-hour race.

These two arenas could not appear more different. One is defined by silence, patience and precision. The other by speed, the roaring of engines and split-second decisions. Yet both demand the same qualities, with victory often decided by the smallest of margins. Preparation, trust, teamwork and the ability to perform under pressure become key.

For Genesis Magma Racing drivers and avid golf players, Jamie Chadwick and Dani Juncadella, the similarities transcending these sports are a lived reality. Despite competing in one of the world's most demanding motorsport categories, both recognize aspects of their profession in the game of golf.

The Art of Performing Under Pressure

Chadwick feels the mental challenge is where the sports align most closely. Beyond physical stamina, the ultimate battleground in elite sports is often fought in the mind. Success in endurance racing and a multi-day golf tournament rely on the exact same psychological edge.

“Both golf and motorsport test composure under pressure like few other disciplines,” says Chadwick. “At the highest level, it’s about how you respond in those moments. Both in golf and racing, you don’t have time to dwell on mistakes, so maintaining a strong, strategic mindset is everything.”

She explains, “[For both sports], the margin for error is miniscule. A fraction too much force, a slightly misjudged line or a lapse in concentration can change the outcome completely.”

Genesis Magma Racing team member Juncadella agrees. “It is easy to underestimate how similar the mental demands are. In racing, everything happens at speed, but the discipline is the same as golf: you’re constantly refining your technique to achieve control under pressure.

“In endurance racing, physical conditioning and mental stability are critical to performing at the highest level, much like golf, particularly across a four-day tournament such as the Genesis Scottish Open.”

It Takes a Village

The foundation of high performance is a shared culture of trust. While the spotlight often shines on the driver behind the wheel or the golfer on the green, the road to the podium is paved by a collective effort.

Juncadella is quick to share a perspective shaped by personal experience. “While both motorsport and golf often highlight individual performance, success in each relies heavily on the team behind it,” he says. “In motorsport, drivers are part of a much larger ecosystem with engineers, strategists, mechanics all working together towards success. Even though you’re alone in the car, it’s a team effort. You rely on engineers for feedback, strategy decisions and setup. It’s a constant dialogue.”

Chadwick shares this view, saying, “Golf is similar. The trust you have in your caddie plays a big part in success. Together, you discuss the best strategy and the next move to give yourself the best chance of succeeding. That relationship with the caddie is very similar to the one I have with the Genesis Magma Racing colleagues, analyzing everything in the garage.”

“Great performances are remembered for the moments that captivate us, but they are always built on countless moments and people that go unseen,” adds Juncadella. “Every achievement begins with a shared belief in doing things the right way, driven by common, strong values.”

Chief among these guiding principles is a steadfast commitment to character over convenience. “Integrity is the courage to stay true to your principles, especially when the pressure is greatest,” says Juncadella. “Respect is recognizing that every competitor raises the standard, and every teammate plays a vital role in the journey. Excellence is never a destination, but the relentless pursuit of becoming better, together.”

“Although golf and motorsport demand different skills, they are united by the same truth: no one succeeds alone,” says Chadwick. “Behind every precise swing and every perfectly executed lap stands a team driven by trust, dedication and a common purpose.”

Unlocking Potential Through Tech

In the modern sporting landscape, athletic intuition and raw data have become entirely inseparable. Today’s competitors no longer just train their bodies — they analyze their metrics, relying on technology to unlock margins of performance that were once invisible. As Chadwick explains, this digital evolution is reshaping how athletes prepare, compete and win.

“The role that technology plays in sport continues to grow, helping athletes refine performance. In racing, technology is part of everything we do,” she says. “From the data we analyze after every lap to the simulators we use to prepare, it helps us to refine every detail before we get to the circuit. Golf is evolving in a similar way, with players using data to better understand and improve their game.”

“In both cases, it’s about making better-informed decisions,” Juncadella elaborates. “Technology has become an essential part of performance in both sports. In motorsport, it helps us understand the car, the tires and our driving. In golf, it helps players analyze their swing and adapt to changing conditions.”

Chadwick distills the value that technology creates into two fundamental functions: “First, by providing the insights that help us to decide the next step, transforming data into knowledge, revealing opportunities for improvement and enabling smarter decisions.” This provides Genesis Magma Racing with the ability to analyze, learn and adapt — which can make the difference between a good performance and an exceptional one.

The second dimension is how technology physically enhances the user. “The most advanced solutions are created to empower individuals, to make the most of their capabilities and allow them to perform with greater confidence and precision. Technology becomes an extension of the person, helping them unlock their full potential,” says Chadwick.

“The greatest results emerge when these two dimensions come together: when knowledge gained through data is combined with technology designed to enhance human performance. By bringing together experience, talent and innovation, we create the conditions where people can achieve more than they could alone," Juncadella concludes.

When we talk about getting to the pinnacle of performance, Juncadella is clear: “We are really talking about those moments when everything comes together, the preparation, the teamwork, the technology and the ability to perform under the greatest pressure.”

Chadwick and Juncadella’s words leave a clear message: golf and motorsport require drivers, players, teams and caddies to be audacious and willing to embrace complexity in order to take on the most demanding challenges and to continuously redefine what is possible.

Whether on the fairway or the racetrack, true performance comes from the confidence to move forward, the curiosity to innovate and the determination to create new benchmarks. This is the mindset that drives Genesis — a commitment to challenge traditional conventions, inspire progress and pursue excellence in the smallest of details.

FOUNTAIN VALLEY, Calif., July 16, 2026 — From course to screen, Genesis serves as the official U.S. auto partner for Netflix’s “The Hawk,” streaming July 16 only on Netflix and starring Will Ferrell as Lonnie Hawkins, who is making his journey back to the PGA TOUR. As part of the partnership, Genesis vehicles are featured in the series and custom pieces of content highlight the 2027 Genesis GV80, a vehicle that welcomes Lonnie Hawkins’ son, Lance, played by Jimmy Tatro, to "Serenity On Wheels."

“At Genesis, our passion for golf runs deep — it’s a game that reflects many of the values we hold as a brand, including precision and the relentless pursuit of excellence,” said Amy Marentic, chief marketing officer of Genesis Motor America. “Through our sponsorship of world-class tournaments like the Genesis Invitational and Presidents Cup, we connect with fans in a meaningful way by celebrating a shared love for the game. Our partnership with ‘The Hawk’ represents a further opportunity to connect with fans and grow brand awareness while building lasting emotional connections with golf audiences around the world.”

Building on its established presence in the golf community, including title sponsor of The Genesis Invitational and official automotive and mobility partner of the PGA TOUR, the brand’s inclusion in “The Hawk” reflects a consistent connection to the sport and the type of deeper brand integrations it continues to build.

Episode 6 features a dedicated storyline centered on The Genesis Invitational tournament with scenes that include branded set elements and tournament signage, along with verbal mentions during the broadcast. Genesis vehicles are also integrated throughout the episode, appearing on display across key tournament moments.

“My character in The Hawk, Lance, is sponsored by Genesis, and I genuinely love the GV80,” said Jimmy Tatro. “So, the whole partnership felt very natural, almost like an extension of the show.”

“Working with Genesis to unlock a new creative point of view for the brand was a really fun project to partner on. We even got Will Ferrell and his team involved in the creative process,” said Magno Herran, Vice President of Global Brand and Partner Marketing, Netflix. “At the end of the day, I love seeing a brand push beyond its usual comfort levels to play in the world of entertainment, and Genesis saw value in partnering with Netflix to attract new brand fans.”

Genesis’ involvement in “The Hawk” underscores a shift toward holistic marketing that blends entertainment, sport and culture through layered content and strategic integrations, creating more immersive brand experiences that extend beyond the screen and into ongoing cultural engagement.

About Netflix’s “The Hawk”

Lonnie Hawkins, (Will Ferrell) 2004’s number one golfer, struggles on the back nine of his career to recapture his magic. His body says retire, but his heart says he’s not done yet. His ex-wife and his son Lance, golf’s new golden boy, know he’s through. But with one more major to win to complete golf’s Grand Slam, Lonnie refuses to believe he’s anything other than one stroke away from the greatest comeback in golf history.

“The Hawk” premieres on July 16, only on Netflix.

The comprehensive partnership was in coordination between Genesis' media agency Canvas Worldwide, Netflix's in-house Brand Creative Studio and INNOCEAN USA.

For more information on Genesis and its entire lineup of vehicles, visit www.genesis.com.

NORTH BERWICK, Scotland, July 12, 2026 — Tom Kim claimed victory at the 2026 Genesis Scottish Open after finishing 17 under-par at The Renaissance Club in North Berwick, Scotland. The South Korean finished 2 shots ahead of his nearest challengers, Min Woo Lee and Robert MacIntyre, earning the winner’s prize of $1,575,000 and a GV60 Magma. During the prize giving ceremony Global Head of Genesis, Sean Lee, and President and CEO of Hyundai Motor Europe, Xavier Martinet handed over the trophy and the GV60 Magma key to Tom Kim.

Tom Kim delivered a spectacular bogey-free final round of 64 (-6) to claim the Genesis Scottish Open title and return to the winner’s circle. His remarkable comeback showcased resilience, determination, and the ability to overcome challenges at the highest level of the game.

"This is where it all started for me," said Tom Kim. "(…) To come back and finally win here, and not only that, to win on a Genesis [-sponsored] event is so cool for me."
The 2026 Genesis Scottish Open featured an impressive prize purse of $9 million USD and a field of world-class golfers – with 15 of the world’s top 20 ranked players taking part. This year also introduced expanded hole-in-one prizes across the 15th and 17th holes for players, caddies and fans.

As the leading Scottish golfer, Robert MacIntyre was awarded the Jock MacVicar Association of Golf Writers Memorial Award with a score of 13 under par.


This year’s Genesis Scottish Open featured an immersive Fan Zone with a new Genesis Public Lounge, a new Driving Range Gallery and a dedicated Family Zone overlooking the 15th ‘Thistle’ hole, enriching the experience for all ages. The tournament welcomed a record 91,128 visitors, demonstrating the growing interest in golf and the sport’s increasing popularity.

A fleet of 135 Genesis cars provided a seamless chauffeuring service for players, officials and partners throughout the week. Spectators also had the opportunity to explore 14 Genesis models displayed around the course, showcasing the brand’s distinctive “Athletic-Elegance” design, advanced technology features and taking the “Son-nim” experience to spectators and players closer than ever before.

Box Buggy Concept on the Green

The 2026 Genesis Scottish Open also saw the arrival of the Genesis Box Buggy Concept, a high-tech mobility solution designed for short distance journeys within closed environments, bringing together advanced technology, premium design, and the brand’s signature approach to hospitality.


First seen during this year’s 24 Hours of Le Mans, the concept has been developed alongside Hyundai Mobis, Hyundai Motor Group’s parts and technology arm, to create a design that seamlessly blends innovation, usability, and emotional appeal. Serving as a technology demonstrator that bridges the automotive and robotics expertise of the Hyundai Motor Group, the Box Buggy Concept showcases next-generation mobility technologies in a premium leisure setting.

The concept presents a distinctive and contemporary aesthetic, combining a robust, integrated safety-frame with large wheels, which is complemented by its Atlantic Blue Matte exterior. Optional lateral sun and wind screens integrated into the A- and B-pillars enhance passenger comfort in varying weather conditions. A continuous horizontal light signature at the front adds a modern, technological expression, contrasting with the warmth of the interior textiles.


The Genesis Box Buggy Concept is powered by independent drive motors on all four wheels, combined with advanced four-wheel steering and steer-, brake-, and drive-by-wire technologies to offer extraordinary maneuverability.

Genesis’ Continued Commitment to Golf

Genesis has a multi-year agreement with DP World Tour and PGA TOUR to continue as title partner of the Genesis Scottish Open through 2030, demonstrating the brand’s commitment to Scotland’s historic national open alongside other leading tournament such as the Genesis Invitational and TGL.


Genesis extensive golf partnerships in Europe will continue with the Deutsche Golf Liga Final Four from 1 to 2 August at Golfclub München-Riedhof. Also, the amateur league Genesis European Golf Cup will return with even more fixtures across Europe in Spring next year, ahead of the 2027 Genesis Scottish Open.


For more information about Genesis, please visit: www.genesis.com

NORTH BERWICK, Scotland, July 9, 2026 — The 2026 Genesis Scottish Open begins today at The Renaissance Club in North Berwick, Scotland, running until July 12. Now in its fifth year with Genesis, the tournament brings together world-class golfers in a prestigious competition with the brand’s distinctive “Son-nim” philosophy of treating visitors and fans as honored guests. As a key fixture in the PGA TOUR and DP World Tour, Genesis has renewed its title partnership through to 2030, reinforcing its long-term commitment to the sport.

A 156-strong player field will compete at the 2026 Genesis Scottish Open, led by defending champion Chris Gotterup, world number one Scottie Scheffler and 2023 winner Rory McIlroy. This year’s competition sees 15 of the top 20 ranked players in the world taking on the challenging links course. Other leading players include 2024 Genesis Scottish Open hometown winner Robert MacIntyre, Xander Schauffele, Tommy Fleetwood, Ludvig Åberg, Matt Fitzpatrick, Jon Rahm and Wyndham Clark.

Alongside a share of the $9 million prize pool, this year’s tournament champion will also drive away in a Genesis GV60 Magma, the luxury high-performance SUV that marks the debut production vehicle of Genesis’ Magma Program performance lineup.

Sean Lee, Global Head of Genesis, commented:

“This year’s Genesis Scottish Open has been elevated across every aspect of the tournament experience, ensuring that players and fans from around the world can enjoy Genesis’ distinctive hospitality and premium brand experiences. In particular, the reconfiguration of the hole sequence at The Renaissance Club is expected to heighten the drama and unpredictability of the competition through the final moments while delivering a world-class spectator experience.”

Peter Kronschnabl, Managing Director of Genesis Motor Europe, said:

“We are also thrilled to have the regional winners of the Genesis European Golf Cup for customers, prospects and fans of Genesis playing the European Final at The Renaissance Club, and we wish them the very best of luck. As our brand continues its growth journey across Europe, including our planned entry into Austria, Denmark, Poland and Portugal by 2027, we look forward to welcoming even more customers and golf fans. Platforms such as the Genesis Scottish Open play an important role in bringing our brand values to life. The tournament embodies the precision, performance and pursuit of excellence that define both the sport of golf and everything we do at Genesis.”

Elevated Guest Experiences

The 2026 Genesis Scottish Open brings fans closer to the action than ever before through a series of interactive activations designed to complement the tournament’s electric atmosphere.

Returning as one of the event’s signature experiences, the “Thistle” will sit at the heart of the fan experience at the 15th hole as part of the newly rerouted course. This new location will heighten the thrill for spectators and fans alike, with both Genesis’ Hole-in-One competitions now located in the crucial end stages of the course at the 15th and 17th holes.

A hole-in-one on the 17th will see the player awarded an Electrified GV70, with their caddie winning a GV60. On the 15th, the player will win a Genesis GV60 and, if a fan correctly predicts the player who aces it, the fan will win a VIP experience at the Genesis Championship in Korea, including travel and accommodation. Fans watching at home can also take part in the competition by entering online here.

Regional winners of the Genesis European Golf Cup competition from France, Germany, Italy and the U.K. will compete in the European Final during the Am-Am program alongside Genesis customers and guests. This offers an exclusive opportunity to play on the championship course and enjoy a hosted evening at the Genesis Studio in Edinburgh in collaboration with Michelin-starred chef Tom Kitchin.

Extending his collaboration with Genesis, Kitchin will also curate a selection of Korean-inspired culinary highlights for guests invited to the Genesis Lounge hospitality area, showcasing the creativity of the local Michelin-starred chef.

Immersive Fan Zone Highlights

The Fan Zone at the 2026 Genesis Scottish Open has been redefined to deliver a truly memorable experience for attendees of all ages, reflecting Genesis’ commitment to engaging activations:

• Genesis Public Lounge: Located this year on the 15th hole, the Lounge offers a welcoming environment for fans to enjoy the premium amenities on offer. Genesis’ full U.K. model lineup, the 1:2 scale GMR-001 Hypercar and exclusive Genesis golf and Magma merchandise will all be on display. Event attendees can also try their hand at the virtual reality TGL golf simulator.

• Driving Range Gallery: New for 2026, the Driving Range Gallery is open for guests as a dedicated spectator viewing area on the practice tee. Guests can watch the action up close while enjoying Genesis’ premium hospitality, food and beverages. 

• Dedicated Family Zone: A family-friendly space with a prime view of the 15th hole, the family zone brings young fans closer to the excitement of live tournament action. This initiative reflects Genesis’ commitment to making golf more inclusive and accessible, fostering a passion for the sport among the next generation of players and fans.

• Postcards from the Green: A unique way for fans to connect with the tournament, guests are invited to write personalized postcards to players, caddies or loved ones. 

At this year’s Genesis Scottish Open, the brand is further enhancing the tournament environment in several ways. It is offering its distinctive Korean hospitality in the Players and Caddies café. It is also offering interesting fan experiences including the new Pro-Am “Family Day” and the Genesis Box Buggy Concept, a high-tech short-distance hospitality and leisure mobility concept that will be present throughout the weekend.

Genesis’ Continued Commitment to Golf

Furthermore, Genesis supports golf at every level — from world-class professional competitions such as The Genesis Invitational and Presidents Cup to grassroots and club golf initiatives, including the Deutsche Golf Liga and the Genesis European Golf Cup. The commitment in the European region continues with the Deutsche Golf Liga Final Four on Aug. 1 at Golfclub München-Riedhof near Munich, Germany, and the return of the Genesis European Golf Cup next spring, bringing together participants from multiple European markets.

The brand’s signature Son-nim approach honors the sport, players and fans across all tournaments and reinforces its role in shaping the future of golf through innovation, hospitality and global partnership.

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. 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.

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.

FOUNTAIN VALLEY, Calif., Dec. 28, 2025 — Genesis today announced the kickoff of activities related to its continued partnership with TGL presented by SoFi, the groundbreaking primetime team golf league created by TMRW Sports. The 2026 season premieres live on ABC, Dec. 28, 2025, at 3 p.m. (Eastern Time) with an opening match between the reigning TGL champion Atlanta Drive Golf Club and New York Golf Club at SoFi Center in Palm Beach Gardens, Fla. 

“Genesis is collaborating with TGL to elevate the fan experience for golf enthusiasts worldwide,” said Tedros Mengiste, chief operating officer of Genesis Motor North America. “In this new season, we’ll continue leveraging our shared passion for innovative technologies to make new connections with fans around the globe.” 

Genesis and TGL: A Shared Vision 

Genesis and TGL are pioneering bold performance matched with cutting-edge technology in their respective fields, breaking boundaries to deliver the best possible experience for fans and customers. 

For Genesis, its founding partnership with TGL underscores its commitment to innovation and hospitality, complementing the brand’s global golf portfolio that includes serving as the official vehicle of the PGA TOUR and PGA TOUR Champions; title partner of Genesis Invitational, Genesis Scottish Open and Genesis Championship; and official automobile partner of Presidents Cup. 

Genesis Presence in the TGL Season 

Genesis is elevating fan engagement with exciting new features this season. This season’s “Player of the Match” spotlight provides interactive voting and branded highlights across social, digital, and broadcast platforms. Lucky fans will also have the chance to win a VIP Genesis experience at TGL’s Finals. 

Each live broadcast will also feature Genesis as a custom hole sponsor through dynamic graphics and narration. 

Additional fan experiences include: 
 

• Genesis Scavenger Hunt: Drive and Seek offers fans an exciting new way to experience the worlds of TGL and Genesis. This arena-wide adventure at SoFi Center invites guests to connect, explore, and share unforgettable brand moments through an interactive scavenger hunt.

• The Genesis Lounge returns with elevated hospitality and immersive brand experiences, placing guests alongside athletes, celebrities and VIPs.

• Upon arrival, Genesis owners will enjoy exclusive premier parking.

• Fans can also explore the Genesis SUV lineup with three vehicle displays throughout SoFi Center, including the GV80, GV80 Coupe, and the new indoor vehicle addition, GV80 Coupe Prestige Black. 

How the Game is Played 

TGL is redefining golf with an innovative format that blends virtual precision and live competition. TGL’s six teams of PGA TOUR stars face off head-to-head each match, starting with long shots launched toward a massive 3,400-square-foot screen — 24 times larger than a standard simulator. 

When play reaches within 50 yards of the hole, the action shifts to a 22,475-square-foot short game area featuring dynamic greens. A 41-yard-wide turntable rotates the green and bunkers to create fresh approach angles for every hole. 

Designed by world-class golf course architects, each match utilizes 15 of TGL’s custom-designed holes. Matches are divided into two segments: nine holes of Triples — three players alternating shots—and six holes of Singles, where each team member competes twice. Every hole is worth one point, with the lowest score earning it, ensuring every shot matters. 

TGL Returns for its Second Season 

The new era of golf continues Sunday, Dec. 28, 2025, as TGL’s second season kicks off with a Finals rematch between the New York Golf Club and reigning TGL champion Atlanta Drive Golf Club at SoFi Center, a custom-built 250,000-square-foot arena in Palm Beach Gardens, Fla. 

Over the course of 10 weeks, a total of 15 regular season matches will be played between the six established TGL teams, with the Finals scheduled for the end of March. 

From across the globe, golf fans in 152 countries will be able to experience TGL matches, including live on ABC, ESPN, ESPN2, the ESPN App in the U.S., and JTBC Golf in Korea. 

For more information, visit www.tglgolf.com. To explore the entire Genesis lineup, visit www.genesis.com. 

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.

The Genesis Scottish Open once again brought together a strong field, arguably the most formidable PGA TOUR lineup outside of The Players Championship, contributing to record-high ticket sales and fan engagement, reflecting the tournament’s rising prestige. The 6th hole, with its stadium-like design and a competition to win a brand-new car by guessing who would score a hole-in-one, did not see any winners until the final round, when Colombian golfer Nico Echavarría finally sunk an ace with a perfect 121-yard shot and earned a Genesis GV60 SUV. The anticipation building up to this eleventh-hour accomplishment kept the tournament’s already electric atmosphere charged throughout the four-day event.

With a solidified PGA TOUR partnership now extending through 2030, Genesis is powering the Scottish Open into a decade of growth and excellence, cementing its brand as synonymous with sophistication, precision and high performance both on and off the course.

Elevating the Fan Experience

Building on the momentum of 2024, Genesis expanded its footprint at the Renaissance Club in 2025, offering visitors an immersive fan experience seamlessly intertwined with golf. The 6th Hole Genesis Public Lounge was upgraded with a display of Genesis’ latest vehicles, including the X Gran Berlinetta Concept representing the pinnacle of automotive design and innovation. Fans were impressed by the TGL swing simulator, which blended cutting-edge technology and interactive fun, letting fans test their swing skills in a virtual golf environment. To complete the cultural experience, guests enjoyed authentic Korean snacks, a nod to Genesis’ distinctly Korean hospitality approach.

Other locations at the event included an exclusive VIP hospitality space, the Genesis Lounge, which provided an elegant setting for guests to relax, network and enjoy curated culinary experiences while viewing the game. Genesis also introduced a Kids Viewing Zone dedicated to families to make golf more accessible and enjoyable for young fans. Additionally, fans had the chance to predict who would be the first player to hit a hole in one as part of the 6th Hole Stadium Experience. The fan who accurately predicted Echavarría’s ace won a Genesis Championship hospitality package including round-trip flights and accommodation for two to attend the DP World Tour and KPGA TOUR co-sanctioned tournament in Korea in October.

Genesis’ unique Korean “Son-nim” philosophy of hospitality, where every visitor is treated as an honored guest, also extends to the Pro-Am tournament as well. This year’s Pro-Am was particularly special with Genesis Magma Racing Trajectory Program driver Jamie Chadwick participating.

A rising talent in the endurance racing scene, Chadwick is currently competing in her first full season in the European Le Mans Series (ELMS) Le Mans Prototype 2 (LMP2) class. She is also an avid amateur golfer. Chadwick briefly switched gears to participate in the 2025 Genesis Scottish Open Pro-Am tournament where she played her first nine holes alongside Tommy Fleetwood, before changing at the turn to continue playing with Scottish favorite, Calum Hill.

Jamie Chadwick Links Performance on the Course to the Track

Speaking to the Genesis Newsroom, Chadwick shared that her experience on the green gave her the opportunity to reflect on the parallels between performing in golf and in racing.

Was there anything about golf that reminded you of racing?

Are there any differences in terms of how you prepare for racing and golf?

 Genesis champions both golfers and racing drivers. What does that kind of backing and support mean to you?

 Do you think you’ll play at the Pro-Am next year if you get a chance?

While at the tournament, Chadwick combined her racing and golf skills to take on the Ultimate Speed Challenge where she competed against herself to complete a par-3 hole on the course of the Genesis Scottish Open within the same time as one of her laps at Le Mans. See how Chadwick performed in the video below.

Looking Ahead

The 2025 Genesis Scottish Open drew its largest crowd to date with its strong field and enhanced fan experience, and as the golfing world looks forward, anticipation builds for the upcoming Genesis Championship from Oct. 23 to 26, where sportsmanship and hospitality will once again converge to deliver unforgettable moments for players and fans.

NORTH BERWICK, Scotland, July 13, 2025 — Chris Gotterup was crowned the 2025 Genesis Scottish Open champion after four days of world-class golf at the Renaissance Club in North Berwick, Scotland. The American finished with a score of 15-under, two shots ahead of the nearest challengers, Rory McIlroy and Marco Penge, taking home the $1.575 million purse and an Electrified GV70.

On his way to victory, Gotterup equalled the course record 61 on Friday, and was left with two putts to clinch the title following fierce competition from McIlroy, with whom he shared the lead heading into the final round. In only his second season on the PGA TOUR, the 25-year-old claims his second title, and his first Rolex Series title, after the Myrtle Beach Classic in 2024.

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 and featured eight of the top 10 players in the Official World Golf Rankings, including all of the top five.

During the final round, Nico Echavarria hit a remarkable hole-in-one on the Par 3 6th hole, earning himself keys to his very own Genesis GV60 and a unique VIP experience to the Genesis Championship in Korea for a fan.

As the leading Scottish golfer, Grant Forrest took home the Jock MacVicar Association of Golf Writers Memorial Award with a score of 5-under. He finished ahead of 2024 Genesis Scottish Open champion, Robert MacIntyre and Connor Syme, who finished on 2-over and 6-over respectively.

Prior to the tournament’s start on Thursday, Genesis announced a multi-year agreement with the DP World Tour and PGA TOUR to continue as title partner of the Genesis Scottish Open through 2030, demonstrating the brand’s commitment to Scotland’s historic national open.

This year’s Genesis Scottish Open introduced fans to a new level of interactivity and excitement, blending immersive fan experience with the tournament’s rich atmosphere. The 6th Hole Stadium Experience returned as a fully enclosed par-three hole with grandstands, viewing platforms and interactive moments that brought fans closer to the action, including a dedicated Kids Cheering Zone. In addition, the Genesis Public Lounge offered an environment for fans to enjoy premium amenities and try the immersive virtual reality TGL golf simulator.

A fleet of more than 100 Genesis cars, including its all-electric lineup, provided a seamless chauffeuring service for players, officials and partners, enhancing sustainability and convenience. Fans could also explore 13 models displayed around the court, bringing Genesis’ cutting-edge design and technology closer to the public.

The Colombian was the only player to ace the 6th hole, during the final day of the tournament, on his way to a 5-under finish.

As a result of Echavarria hitting the perfect 121-yard shot with his 60-degree wedge, a lucky spectator took home a hospitality package for two to visit the 2025 Genesis Championship in Korea, a co-sanctioned tournament by the DP World Tour and KPGA TOUR, slated for Oct. 23 to 26, including business class flights, accommodation and VIP tickets.

The fan correctly predicted Echavarria would be the first to hit a role in one as part of the 6th Hole Stadium Experience competition, and was chosen randomly from those who entered online and on site at the Genesis Scottish Open.

Upon receiving the Genesis GV60 for his hole-in-one, Echavarria expressed his appreciation, saying: “I want to thank Genesis for the support, not only at this tournament, but also on the PGA TOUR.” He added, “congratulations to the winning fan, and thank you for having so much faith in me.”

Mike Song, Global Head of Genesis, commented: “It was a perfect swing that truly embodied the ‘Athletic Elegance’ Genesis strives for. It was a standout moment that added a lasting impression to the tournament.”

Nico Echavarria turned professional in 2017 and is currently 51st in the Official World Golf Rankings. The 30-year-old has two career wins on the PGA TOUR and won the Masters Par 3 Contest in April.

Innovative Fan Experiences

This year’s Genesis Scottish Open introduces fans to a new level of interactivity and excitement, blending immersive fan experiences with the tournament’s rich atmosphere. The Fan Zone has been reimagined to deliver truly memorable moments for attendees of all ages, reflecting Genesis’ commitment to thoughtful and engaging activations.

The 6th Hole Stadium Experience returns as one of the event’s most talked-about attractions. This fully enclosed par-three hole offers grandstands, viewing platforms and interactive moments to bring fans closer to the action.

Positioned at the signature 6th hole, the Genesis Public Lounge offers a welcoming environment for fans to connect with the Genesis brand while enjoying premium amenities and the immersive virtual reality TGL golf simulator. Also at the 6th Hole Stadium Experience, a dedicated Kids Cheering Zone has been designed to bring young fans closer to the action with a prime view to experience the thrill of live tournament play.

An Elevated Commitment to Golf

With its continued investment in premier tournaments like the Genesis Scottish Open and the Genesis Invitational, Genesis is redefining what it means to merge tradition, luxury and innovation in golf. The brand’s approach is rooted in the Korean philosophy of “Son-nim,” a belief that every visitor should be treated as an honored guest. Whether through its unmatched hospitality offerings, its support of emerging talent or its sustainable solutions, Genesis’ dedication to golf goes far beyond the greens.

NORTH BERWICK, Scotland, July 13, 2025 — Nico Echavarria hit a remarkable hole-in-one at this year’s Genesis Scottish Open, earning himself keys to his very own Genesis GV60 and a unique VIP experience to the Genesis Championship in Korea for a fan.

The Colombian was the only player to ace the 6th hole, during the final day of the tournament, on his way to a 5-under finish.

As a result of Echavarria hitting the perfect 121-yard shot with his 60-degree wedge, a lucky spectator took home a hospitality package for two to visit the 2025 Genesis Championship in Korea, a co-sanctioned tournament by the DP World Tour and KPGA TOUR, slated for Oct. 23 to 26, including business class flights, accommodation and VIP tickets.

The fan correctly predicted Echavarria would be the first to hit a role in one as part of the 6th Hole Stadium Experience competition, and was chosen randomly from those who entered online and on site at the Genesis Scottish Open.

Upon receiving the GV60 for his hole-in-one, Echavarria expressed his appreciation, saying: “I want to thank Genesis for the support, not only at this tournament, but also on the PGA TOUR.” He added, “congratulations to the winning fan, and thank you for having so much faith in me.”

Mike Song, Global Head of Genesis, commented: “It was a perfect swing that truly embodied the ‘Athletic Elegance’ Genesis strives for. It was a standout moment that added a lasting impression to the tournament.”

Nico Echavarria turned professional in 2017 and is currently 51st in the Official World Golf Rankings. The 30-year-old has two career wins on the PGA TOUR and won the Masters Par 3 Contest in April.

Innovative Fan Experiences

This year’s Genesis Scottish Open introduces fans to a new level of interactivity and excitement, blending immersive fan experiences with the tournament’s rich atmosphere. The Fan Zone has been reimagined to deliver truly memorable moments for attendees of all ages, reflecting Genesis’ commitment to thoughtful and engaging activations.

The 6th Hole Stadium Experience returns as one of the event’s most talked-about attractions. This fully enclosed par-three hole offers grandstands, viewing platforms and interactive moments to bring fans closer to the action.

Positioned at the signature 6th hole, the Genesis Public Lounge offers a welcoming environment for fans to connect with the Genesis brand while enjoying premium amenities and the immersive virtual reality TGL golf simulator. Also at the 6th Hole Stadium Experience, a dedicated Kids Cheering Zone has been designed to bring young fans closer to the action with a prime view to experience the thrill of live tournament play.

An Elevated Commitment to Golf

With its continued investment in premier tournaments like the Genesis Scottish Open and the Genesis Invitational, Genesis is redefining what it means to merge tradition, luxury and innovation in golf. The brand’s approach is rooted in the Korean philosophy of “Son-nim,” a belief that every visitor should be treated as an honored guest. Whether through its unmatched hospitality offerings, its support of emerging talent or its sustainable solutions, Genesis’ dedication to golf goes far beyond the greens.

NORTH BERWICK, Scotland, July 10, 2025 — The 2025 Genesis Scottish Open officially tees off today at the prestigious Renaissance Club in North Berwick, Scotland. Taking place from July 10 to 13, this highly anticipated event returns for its fourth year with Genesis as the title, raising the bar once again on what it means to deliver a world-class golfing experience. Genesis continues to showcase its commitment to excellence with a blend of premium hospitality, innovative fan activations and a star-studded player field that promises unforgettable moments both on and off the course.

A cornerstone event of the DP World Tour and part of its exclusive Rolex Series, the 2025 Genesis Scottish Open tournament boasts a prize purse of $9 million and features eight of the top 10 players in the Official World Golf Rankings. This year’s event not only underscores its importance to the global golfing calendar but also reaffirms its reputation as a must-watch competition for fans and players alike.

“We’ve focused on creating the best possible environment for the world’s top players to fully concentrate and perform at their highest level. At the same time, for the 80,000 expected spectators, we’re enhancing the Genesis brand experience — not just through world-class golf, but also through interactive programs like the hole-in-one event that invite fans to take part in the excitement,” said Mike Song, Global Head of Genesis.

An Unrivaled Player Field

The 2025 Genesis Scottish Open welcomes 156 of the world’s most elite golfers to its prestigious course. Among them are defending champion Robert MacIntyre, 2023 winner Rory McIlroy, 2025 Genesis Invitational winner Ludvig Åberg and globally renowned players Collin Morikawa, Xander Schauffele, Matt Fitzpatrick, Justin Rose, Scottie Scheffler, Adam Scott, J.J. Spaun and Justin Thomas.

The tournament will also see PGA TOUR players hailing from Genesis’ home country of Korea teeing off, including 2024 Genesis Championship winner Ben An (Byunghun Anh), Sungjae Im, Siwoo Kim and Joohyung Kim. Thanks to sponsor exemptions, KPGA TOUR players Wooyoung Cho, Hongtaek Kim and Junghwan Lee will also compete, further emphasizing the brand’s commitment to supporting talent from its roots.

Alongside claiming a share of the $9 million prize pool, the tournament champion will drive away Genesis’ redesigned luxury SUV, the Electrified GV70, a symbol that blends cutting-edge innovation with automotive elegance.

Innovative Fan Experiences

This year’s Genesis Scottish Open introduces fans to a new level of interactivity and excitement, blending immersive fan experiences with the tournament’s rich atmosphere.

The 6th Hole Stadium Experience returns as one of the event’s most talked-about attractions. This fully enclosed par-three hole offers grandstands, viewing platforms and interactive moments to bring fans closer to the action.

Fans can also participate in the exciting Hole-in-One Competition. If a fan correctly predicts the first player to ace a hole-in-one on the sixth hole, the player will win a Genesis GV60, while the fan will win a VIP experience at the Genesis Championship in Korea, including business class return flights and accommodation. Fans can enter the competition online or on site at the 2025 Genesis Scottish Open. For more information and to enter online, click here.

Interactive Fan Zone Highlights

The Fan Zone at the 2025 Genesis Scottish Open has been reimagined to deliver truly memorable moments for attendees of all ages, reflecting Genesis’ commitment to thoughtful and engaging activations:
 

• Genesis Public Lounge: Positioned at the signature sixth hole, the Genesis Public Lounge offers a welcoming environment for fans to connect with the Genesis brand while enjoying premium amenities. Visitors can view Genesis’ full U.K. vehicle lineup and its X Gran Racer VGT Concept up close, purchase exclusive Genesis golf and Magma merchandise, try out the immersive virtual reality TGL golf simulator and sample delicious Korean food and beverage options.
   
• Fringe by the Tee: In collaboration with Fringe by the Sea, this lively pop-up music stage provides daily entertainment featuring live bands, DJs and other entertainers. The eclectic lineup adds a festival-like atmosphere to the tournament with acts such as Grammy-nominated, Brit Award-winning artist KT Tunstall, comedian Fred MacAulay, legendary author-turned-DJ Irvine Welsh and award-winning kids’ entertainer Alexander the Great.
   
• Kids Cheering Zone: A dedicated space designed to bring young fans closer to the action with a prime view of the 6th hole. This family-friendly area offers an exciting opportunity for children to experience the thrill of live tournament play, fostering a deeper connection and passion for golf while creating memorable moments for fans of all ages. This unique initiative reflects Genesis’ commitment to making golf more inclusive and to inspire the next generation of players and fans.
   
• Postcards from the Green: Fans can embrace the spirit of connection by writing personalized postcards to players, caddies or loved ones.

Additionally, Genesis enhances the sustainability and convenience of the event with more than 100 vehicles, including its all-electric lineup, providing seamless transportation for players, officials and partners. As part of the experience, fans can explore 13 showcase models displayed around the course, bringing Genesis’ cutting-edge design and technology closer to the public.

An Elevated Commitment to Golf

With its continued investment in premier tournaments like the Genesis Scottish Open and the Genesis Invitational, Genesis is redefining what it means to merge tradition, luxury and innovation in golf. The brand’s approach is rooted in the Korean philosophy of “Son-nim,” a belief that every visitor should be treated as an honored guest. Whether through its unmatched hospitality offerings, its support of emerging talent or its sustainable solutions, Genesis’ dedication to golf goes far beyond the greens.

As the 2025 Genesis Scottish Open begins, Genesis invites fans across the globe to experience a tournament where tradition meets modernity and where every detail is designed to honor the sport, the players and the audience. From the roar of the crowd at the 6th Hole Stadium Experience to the quiet thrill of sending a postcard from the Fan Zone, there’s something for everyone at this year’s event.

NORTH BERWICK, Scotland, July 9, 2025 — Genesis today announced a multi-year agreement with DP World Tour and PGA TOUR to continue as title partner of the Genesis Scottish Open through 2030. The extension renews Genesis’ commitment to Scotland’s historic national open, the Rolex Series event which in 2022 became the first-ever tournament to be co-sanctioned by the PGA TOUR and DP World Tour.

Scotland’s Robert MacIntyre returns to defend his title in North Berwick at The Renaissance Club on Thursday, July 10. In 2024, MacIntyre sunk a 22-foot putt for birdie on the 72nd hole to beat Adam Scott by one stroke, becoming the first Scot to win his home open since Colin Montgomerie in 1999.

“Golf and Genesis share the same values: respect, integrity and excellence. Both demand attention to detail and unwavering commitment to quality,” said José Muñoz, President & CEO of Genesis. “Renewing the Genesis Scottish Open through 2030 is a natural extension of our commitment to the game of golf and the communities it helps around the world. Following our recent designation as the PGA TOUR’s first-ever Official Automotive and Mobility Partner, this tournament reinforces our role in shaping the future of golf through innovation, hospitality and global partnership. As our brand continues to grow globally, the Genesis Scottish Open remains a cornerstone of our efforts to build meaningful connections with fans and elevate the sport at every level.”

The Genesis Scottish Open dates to 1972 and has been a permanent fixture on the DP World Tour schedule since 1986. As both a FedExCup event and part of the Rolex Series on the DP World Tour’s Race to Dubai, the tournament features a split field of 75 players from both the PGA TOUR and DP World Tour, with additional spots to leading players from the Korean Professional Golf Association (KPGA), in a nod to Genesis’ Korean heritage.

The Renaissance Club is set to host the event for the seventh consecutive year, during a period of continued growth and development of all aspects of the tournament, with MacIntyre, Rory McIlroy (2023) and Xander Schauffele (2022) winning the tournament as a co-sanctioned event. Other past champions at The Renaissance Club include Min Woo Lee (2021) and Aaron Rai (2020).

“Genesis continues to be an incredible partner to the game of golf worldwide and they have been pivotal in growing the Genesis Scottish Open into one of the world’s premier tournaments” said Guy Kinnings, Chief Executive Officer of the DP World Tour. “We have once again welcomed a star-studded field to the impressive venue here at Renaissance Club this week and this long-term agreement allows us to develop ambitious plans to further elevate the tournament in every way, alongside Genesis and our Strategic Alliance partners at the PGA TOUR.”

The PGA TOUR and Genesis have been partners since 2016, when the luxury automotive brand signed on as the title sponsor of the historic The Genesis Invitational, hosted by Tiger Woods at The Riviera Country Club in Pacific Palisades, California, one of the TOUR’s longest running events. Following several successful seasons, Genesis added title sponsorship of the Genesis Scottish Open to its portfolio starting in 2022, the first co-sanctioned event by the PGA TOUR and DP World Tour. The brand is also a founding partner and official automotive partner of TGL and has served as the Official Automobile Sponsor of numerous Presidents Cups.

“The PGA TOUR is proud to continue our growing relationship with Genesis, as the globally recognized brand renews its commitment to the Scottish Open just a few weeks from a new global marketing partnership that included sponsorship of the World Feed, which is actively promoting the TOUR’s international stars,” said PGA TOUR Commissioner Jay Monahan. “Scotland’s national open continues to reach new heights after Robert MacIntyre’s electrifying win a season ago, and we are eager to continue elevating this premier event to a global audience alongside our Strategic Alliance partners at the DP World Tour.”

Genesis’ relationship with the DP World Tour also includes its title partnership of the Genesis Championship in Korea. The tournament, co-sanctioned with the KPGA, takes a prime position on the Race to Dubai schedule as the final event on the “Back 9” — a series of nine tournaments before the season-ending Playoffs that encompass several of the DP World Tour’s most historic tournaments and national Opens.

Last month, the PGA TOUR and Genesis also announced a new Global Official Marketing Partnership that named the luxury brand the Official Vehicle of the PGA TOUR and PGA TOUR Champions and an Official Mobility Partner of the PGA TOUR. As part of launching the multi-year agreement, through 2030, Genesis also became the first-ever sponsor of the PGA TOUR’s World Feed, a milestone underscoring the brand’s global presence.

PONTE VEDRA BEACH, Florida, and SEOUL, Korea, June 25, 2025 — The PGA TOUR and Genesis today announced a new Global Official Marketing Partnership naming the luxury vehicle brand the first global Official Vehicle of the PGA TOUR and the PGA TOUR Champions through 2030. The brand is also named an Official Mobility Partner of the PGA TOUR, signaling an expanded collaboration that reflects Hyundai Motor Group’s broader vision and growing global footprint.

As part of launching the multi-year agreement, Genesis also becomes the first sponsor of the PGA TOUR’s World Feed, a milestone underscoring the brand’s global presence. The World Feed debuted earlier this year to deliver unprecedented, exclusive content to professional golf fans across the globe. In addition, Genesis will be prominently featured through dynamic, year-round content and immersive on-site activations at select tournaments, further establishing its position as a leader in the automotive industry and deepening its connection with the professional golf community.

The PGA TOUR and Genesis are celebrating their expanded partnership with the debut of Driven — a special network program offering fans an exclusive look at the partnership’s impact on golf. From spotlighting tournaments, players and local communities to enhancing the sport’s global broadcast presence, Driven highlights the ways Genesis is shaping the future of golf while elevating the player, caddie and fan experience around the globe. The program debuts ahead of the third round of the Rocket Classic Saturday, June 28, at 2:30 p.m. ET on CBS, with additional distribution across PGA TOUR social and FAST channels.

“We are honored to launch this expanded global official marketing partnership with Genesis as the PGA TOUR’s first global Official Vehicle, a complement to its title sponsorship of two proud legacy events in professional golf in The Genesis Invitational and the Genesis Scottish Open,” said Rick Anderson, PGA TOUR Chief Commercial Officer. “The PGA TOUR’s World Feed is ushering in the next era of golf media with the support of a steadfast global partner in Genesis, which shares in our desire to more deeply chronicle the stories of our international athletes. We’re grateful for Genesis’ ongoing commitment to the game of golf and are excited to continue building upon our decade-long partnership in the years ahead.”

“Genesis is honored to become the first-ever global official vehicle sponsor of the PGA TOUR. This milestone reflects the deep trust and shared vision between our two organizations, built over years of partnership. Together, we are committed to delivering excellence — whether through enhancing the experience for players, caddies, and fans, or supporting meaningful initiatives like California Rises,” said José Muñoz, President and CEO of Genesis. “We’re excited to expand our global reach through the PGA TOUR World Feed and continue making a positive impact in the golf community and beyond.”

The World Feed — originating from PGA TOUR Studios, the TOUR’s newly opened content facility — is produced and curated exclusively for international media partners and their viewers, with weekly on-site commentators, a customized graphics package and up to six dedicated cameras at FedExCup events focused on international players.

The live telecast — which formally launched in March at THE PLAYERS Championship — is the first step toward producing localized live feeds curated exclusively for international media partners and their viewers and a major step toward enhancing the international fan experience. The World Feed continues this week at Detroit Golf Club and the Rocket Classic.

The PGA TOUR and Genesis have been partners since 2015, when the luxury automotive brand first signed on as an Official Sponsor of the Presidents Cup in Korea and later the title sponsor of the historic Genesis Invitational at The Riviera Country Club in Pacific Palisades, California, one of the TOUR’s longest running events. Genesis has been sponsoring the event since 2017, shortly after the launch of the Genesis brand in the U.S. market. Following several successful seasons operating the tournament alongside Tiger Woods and the TGR Foundation, Genesis added to its portfolio the title sponsorship of the Genesis Scottish Open starting in 2022, the first co-sanctioned event by the PGA TOUR and the DP World Tour. The brand is also a Founding Partner and Official Automotive Partner of TGL, the Official Automobile Sponsor of numerous Presidents Cups and the title sponsor of the Genesis Championship, co-sanctioned by the DP World Tour and the KPGA TOUR.

Buying a Genesis car isn’t merely about transportation. It’s buying an experience. And at the heart of this is a Korean philosophy that emphasizes treating customers as honored guests, known as “Son-nim.”

A Sanctuary of Comfort in Europe

At Genesis, Son-nim is more than a tagline — it’s a core belief that permeates every facet of the Genesis brand. Genesis cars seamlessly integrate into the lifestyles of their owners and become a trusted companion in daily life.

Such is the case for Manuela Orfanò, a team lead at GP Piping Systems in Switzerland, a producer of pipes for water and cooling applications.

Orfanò describes her GV60, an electric vehicle (EV), as her “private spa,” a sanctuary where she can unwind and prepare for the day ahead.

“I can tell you what my mom always says when she sits in the car,” Orfanò shares, “‘Manu, che lusso!’ [That’s Italian for] ‘Oh, what a luxury!’”

Among her favorite features is Remote Smart Parking Assist (RSPA), which provides her with a sense of ease that makes everyday life much smoother and more convenient.

Charlie Langhorne, co-founder and managing director at Wild in Art in the U.K., a platform for artists to showcase their work, compares his Genesis GV80 to a cozy “cocoon.”

He especially loves the heated steering wheel and seats, mentioning, “When I’ve had a long day, I’ve got a long drive ahead of me, I’ll get in and go, ‘aah,’ relax, and ‘now let’s drive!’”

The unmatched comfort and luxury of his spacious SUV especially comes in handy for his active lifestyle that includes cycling and running.

“I know the car is not going to worry about having my bike in the back,” he says. “Everything is so beautifully put together. Everything is so tactile.”

For Sebastian Wacht, partner at the management consulting firm W&W Beratung Maximilian und Sebastian Wacht in Germany, his Genesis GV70 strikes the perfect balance between comfort, reliability and understated elegance.

“Long-distance comfort is very important to me because I travel a lot for business when I meet with customers,” Wacht says.

Genesis’ exceptional customer service, including direct access to a technical assistant, deepens his appreciation for the marque. Most of all, Wacht mentions he appreciates the vehicle’s design, which is both stunning and subtle.

White-Glove Service in Canada

In Canada, Genesis owners like Robert and Doug cite the brand’s “white-glove” offerings as a vital component of their Son-nim experience.

A key highlight of these perks is none other than the tailored concierge service, which allows potential customers to arrange an at-home test drive and delivery to a location of their choice. The concierge also serves as the primary contact point after the purchase date, available to assist with maintenance tasks and any other issues that may arise.

“It’s perfect,” says Robert. “They're extremely respectful of my schedule and my time.”

So far, owning a Genesis has been nothing but wonderful, he says.

“My job is extremely busy and stressful, and I find when I have that transition time from leaving the office to home, getting in the comfort of my car is a wonderful experience,” he says. “The ride is the quietest ride I’ve ever had.”

When buying a Genesis, Doug was particularly impressed that he got answers to all his questions — a quality that’s ironically hard to find these days. 

“That wasn’t always the case with the vehicles that I’ve bought [in the past],” Doug confides. “I just love that they care and value me as a true customer.”

From the start, Genesis made the entire process effortless for Daniel, an avid skier and sports car enthusiast who owns a G70. Daniel’s Genesis Experience Manager delivered his vehicle to the ski hill when he finalized his purchase, creating a moment he will never forget.

“I was head to toe in ski gear when they delivered it to me,” he says. “It was so awesome.”

Daniel’s G70, he says, is the perfect match for his adventurous lifestyle, delivering luxury, performance and all-weather capability.

“The G70’s Comfort and Sport modes are a game changer. I stick to Comfort Mode for longer drives, but Sport Mode really shines on windy cottage trips, tightening up the suspension and making the car feel like a performance vehicle.”

Some other favorite features include the Head-Up Display (HUD) navigation, seat extender and the ability to start the vehicle and adjust the climate from his phone, the last of which is particularly useful in coping with the unpredictable weather of Ontario, Canada, where he lives.

“Whether I’m towing my jet-ski or navigating winter snowstorms,” Daniel shares, “the G70 always keeps me secure and ready for anything.”

Owner-Exclusive Events

The Genesis owner community is not just a group of vehicle owners but a network of Son-nim who genuinely share a deep appreciation for Genesis’ quality, innovation and customer-centric approach. Genesis gathers this community through yearlong events and experiences that allow owners to build connections with fellow Son-nim.

Orfanò’s unforgettable experience at the 2023 Genesis Scottish Open is just one example.

One of the top five tournaments on the DP World Tour, the Genesis Scottish Open is held every July at the exclusive Renaissance Club, located just outside Edinburgh in East Lothian, Scotland. Knowing how much she loves golf, Genesis invited Orfanò to participate in 2023.

“Getting the chance to play the same course with the same pin position was something I will never forget,” Orfanò recalls. “You’re not just buying a car; you’re buying an experience.”

For Jean-Francois, receiving an invitation to the 2023 NHL Awards in Nashville, Tennessee, was a once-in-a-lifetime opportunity that underscored Genesis’ dedication to creating memorable moments for its customers. The chance to engage with NHL coaches and alumni, paired with the brand’s hospitality, made the event truly special, he says.

“My experience with Genesis has been amazing,” notes Jean-Francois. “From the vehicle selection to delivery, everything has been a 10 out of 10.”

Jean-Francois’s enthusiasm for the brand was echoed by fellow Son-nim Keith and Rochelle, both of whom joined the 2024 NHL All-Star Weekend in Toronto, Canada.

Keith, along with other Genesis owners, were treated to a VIP experience that included going shopping with NHL alumni Tie Domi.

“When my friends enviously asked how I won such a cool prize, all I could say was I just bought a vehicle I’m really happy with,” Keith remarks. “With respect to performance, design, vehicle appointments and technology, my Genesis rivals any luxury vehicle I have owned.”

Rochelle wholeheartedly agrees. “As a Genesis owner, I continue to receive exceptional service,” she says. “I highly recommend Genesis for their luxurious vehicles, exemplary service, expertise and dedication to their clients.”

Disclaimer: The Genesis owners in Canada mentioned in this article are identified solely by their first names, reflecting their choice for privacy.

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

PALM BEACH GARDENS, Fla., Jan. 7, 2025 — Genesis today announced the kickoff of activities related to its partnership of TGL presented by SoFi, the highly anticipated prime-time team golf league created by TMRW Sports. The inaugural season premieres live on ESPN and ESPN+ on Jan. 7 at 9 p.m. (Eastern Time) with the first-ever matchup between the New York Golf Club and The Bay Golf Club at SoFi Center in Palm Beach Gardens.

"We are proud of this partnership that reflects our shared passion for innovation, performance and creating experiences that captivate audiences around the globe," said Mike Song, Global Head of Genesis. “Genesis is excited to stand at the forefront of this new journey, championing a future where sport and innovation come together.”

Genesis and TGL: A Shared Vision

With Tiger Woods and Rory McIlroy at its helm, TGL represents a bold, new step in the world of professional golf by infusing the sport with the latest technology in a never-before-seen team format for fans.

For Genesis, its founding partnership with TGL marks a new chapter in its commitment to golf and builds on the brand’s title sponsorship portfolio with the Genesis Invitational, Genesis Scottish Open and Genesis Championship. Genesis and TGL share a drive for innovation, delivering unique fan and customer experiences and pushing the boundaries of technology and design in their respective fields.

A Closer Look at the TGL Experience

After months of preparations, the inaugural season of TGL is set to kick off on Jan. 7 with a match between the New York Golf Club and The Bay Golf Club at SoFi Center, a custom-built 250,000 square-foot arena dedicated to TGL in Palm Beach Gardens.

Over the course of 10 weeks, a total of 20 matches will be played between the six established TGL teams across the United States with the final match scheduled for March 25. Each team consists of world-class PGA TOUR golfers, vying for a $21 million purse.

Golf fans across the globe will be able to tune in to the matches live, as TGL will be broadcast in 113 countries including the United States, Canada and Korea.

How the Game is Played

Three players from each four-man team compete in matches that combine virtual and real-time golf. Longer shots are directed at a 3,400-square-foot screen, which is about 24 times larger than a typical golf simulator.

Once players are about 50 yards from the hole, they switch to live gameplay in a 22,475-square-foot short game area, where the green's topography and orientation varies for each hole. A 41-yard-wide turntable rotates the green along with three bunkers to alter approach angles.

Crafted by acclaimed golf course architects, the course features 15 out of TGL's 30 custom-designed holes. Each match is split into two sessions: nine holes of Triples — three players playing alternate shots — and six holes of head-to-head Singles matches. In the Singles format, each team member plays two matches. Each hole in both sessions is worth one point, with the team scoring the fewest shots on a hole earning the point.

Genesis Presence in the TGL Season

Genesis will showcase distinctly Korean hospitality with a custom-built Genesis Lounge, providing guests with front-row access and an immersive viewing experience.

In addition, fans can explore the Genesis brand and its advanced electric vehicle (EV) technology through activations at SoFi Center. Guests can explore the Genesis GV60 through an interactive augmented reality experience indoors or check out the Genesis Electrified GV70 near the Hole-In-One Golf Simulator activation.

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.

NORTH BERWICK, SCOTLAND, July 11, 2024 — The Genesis Scottish Open has commenced today at the Renaissance Club in North Berwick, Scotland. As the title sponsor of the tournament for the third consecutive year, Genesis will be offering its distinctive hospitality experience to all that attend the tournament demonstrating the brand’s commitment to the sport of golf. 

A Showcase of Golfing Excellence 

First held in 1972, the Scottish Open stands as the final event of The Open Qualifying Series for 2024 and is one of the DP World Tour’s prestigious Rolex Series events. 

“We are delighted to see more fans attending our tournament each year to support their favorite players. At Genesis, we take great pride in making sure that the players compete only in the best of conditions, in terms of course environment and hospitality experience,” said Mike Song, Global Head of Genesis. 

156 players will take part in the 2024 Genesis Scottish Open, featuring six of the top 10-ranked golfers in the Official World Golf Rankings. Notable players in the field include the defending champion Rory McIlroy, 2022 winner Xander Schauffele, Ludvig Åberg, Wyndham Clark, Viktor Hovland and Collin Morikawa. 

Three KPGA TOUR players with sponsor exemptions are invited to compete in the tournament. Sanghyun Park earned his place after winning the 2023 Genesis Championship, while Jeongwoo Ham and Junghwan Lee earned their exemption rights by taking first and second place in the Genesis Point System, respectively. Other Korean players include Tom Kim, Sungjae Im, Byeong-hun (Ben) An and Si Woo Kim, among others. 

The winner of this year’s tournament will be awarded an Electrified GV70 and $1.4 million USD from the total prize purse of $9 million USD. 

Genesis is continuing its signature double hole-in-one prize, awarding the first player to ace the 17th hole an Electrified GV70, and a GV60 for his caddie. 

In addition, Genesis is introducing another hole-in-one activation for the 6th hole this year. Dubbed the “6th Hole Stadium Experience,” spectators can get a chance to be assigned to a feature group. Three spectators will be able to watch from the tee box, and each spectator will be assigned to one player from the group that takes on the 6th hole. 

The first player who aces the hole will receive a GV60, and the spectator paired with the winning player will take home a hospitality package for two to visit the 2024 Genesis Championship in Korea, a co-sanctioned tournament by the DP World Tour and KPGA Korean Tour (Oct. 24-27). 

Son-nim Hospitality: Enhanced Fan Experience 

Genesis has prepared a wider variety of programs for fans this year, reflecting the brand’s unique philosophy on hospitality that places customers at the heart of every brand touchpoint. 

At “The Academy,” golf fans of all ages and skill levels can learn how to play golf and gain useful tips from coaches. Meanwhile, “The Arcade” offers a chance to learn about the history of gaming culture through immersive golf gaming experience. “Putt Putt” is a mini golf course inspired by the Renaissance Club course, where guests can experience key landmarks and quirks of the course, such as stone walls, bunkers and the Fidra Lighthouse. 

Guests can also put their swings to the test at the interactive kinetic art installation booth titled “Electrify Your Drive,” which captures photos to produce unique kinetic lighting art on the screen based on the speed and direction of the swings. 

Another highlight of the Fan Zone is “Fringe by the Tee,” a pop-up stage presented by a local non-profit music festival Fringe by the Sea, featuring a dynamic lineup of DJs and bands. At the “Postcards from the Green” booth, fans will have an opportunity to write a postcard to their favorite players, caddies, or loved ones. 

Genesis will provide a total of 163 vehicles this year, including courtesy cars for players and tournament partners, along with 12 cars on display for fans to see throughout the course. 

SEOUL; PALM BEACH GARDENS, Fla., June 26, 2024 — TGL presented by SoFi, the new, prime-time team golf league backed by Tiger Woods and Rory McIlroy’s TMRW Sports, announced Genesis as the league’s first Founding Partner. The TGL partnership builds on Genesis’ long-term commitment to golf with the Genesis Invitational, Genesis Scottish Open, Presidents Cup, and DP World Tour and KPGA TOUR’s co-sanctioned Genesis Championship; and will showcase how Genesis and TGL harness the power of design, technology and innovation. TGL’s tech-infused, progressive approach to golf compliments Genesis’ efforts to provide people more access to innovative experiences. Today’s announcement was made by Mike Song, Global Head of Genesis, and Mike McCarley, CEO and Founder, TMRW Sports and TGL presented by SoFi. 

“At Genesis, we design our customer experiences with a tailored approach to ensure that every experience is both unique and original. We take the same approach with our golf partnerships and believe in TGL’s mission to harness technology to build a truly unique platform that blends golf, media, and entertainment,” said Song. “We’re eager for the launch of TGL this January and bringing Genesis’ audacious and distinctly Korean brand DNA to a whole new generation of golfers and golf fans through this exciting new team golf platform.”

“TGL presented by SoFi is honored to welcome Genesis as the league’s first Founding Partner. The Genesis brand aligns perfectly with TGL through their commitment to designing exceptional and innovative products, and their demonstrated commitment to golf all around the world,” said McCarley. “We value their focus on providing unique, world-class experiences to consumers. We look forward to working with Genesis to promote TGL and its teams to a global fan base in new and engaging ways.” 

TGL presented by SoFi: 

TGL presented by SoFi consists of six teams of PGA TOUR superstars competing in progressive, fast-paced team golf within the custom-built SoFi Center, a 250,000-square-foot, steel-supported venue on the campus of Palm Beach State College in Palm Beach Gardens, Florida. TGL will launch on Tuesday, Jan. 7 and the season will run through the end of March. In the U.S., TGL will air primarily in prime time on ESPN and ESPN+ and with other prominent media partners around the globe, including JTBC/Phoenix Sports International in South Korea. To learn more about TGL, its teams, rosters, competitive format and technology, visit TGL’s Explainer Page. 

Community-building activities for TGL’s six inaugural teams will continue to be unveiled this year, as will the season schedule and other fan-centric elements. Each TGL team is comprised of four PGA TOUR players and will have three players compete in each match: 

• Atlanta Drive GC: Justin Thomas, Patrick Cantlay, Billy Horschel and Lucas Glover. Ownership: Arthur M. Blank, AMB Sports and Entertainment (Atlanta Falcons, Atlanta United, PGA TOUR Superstores). 
• Boston Common Golf: Rory McIlroy, Keegan Bradley, Adam Scott and Hideki Matsuyama. Ownership: John Henry, Tom Werner, Mike Gordon and Fenway Sports Group (Boston Red Sox, Liverpool FC, Pittsburgh Penguins, RFK Racing); as well as limited partner Niall Horan. 
• Jupiter Links Golf Club: Tiger Woods, Max Homa, Tom Kim and Kevin Kisner. Ownership: Tiger Woods’ TGR Ventures and David Blitzer (Philadelphia 76ers, New Jersey Devils, Cleveland Guardians, Washington Commanders, Crystal Palace FC, Real Salt Lake). 
• Los Angeles Golf Club: Tommy Fleetwood, Sahith Theegala, Collin Morikawa and Justin Rose. Ownership: Founding investor and owner Alexis Ohanian, Seven Seven Six, Serena Williams, and Venus Williams; as well as limited partners the Antetokounmpo brothers, Alex Morgan, Servando Carrasco, Michelle Wie West, and Tisha Alyn, Carolyn Tisch Blodgett and Shonda Rhimes. 
• New York Golf Club: Rickie Fowler, Xander Schauffele, Matt Fitzpatrick and Cameron Young. Ownership: Steven A. Cohen (New York Mets) and Cohen Private Ventures. 
• The Bay Golf Club: Wyndham Clark, Ludvig Åberg, Min Woo Lee and Shane Lowry. Ownership: Group led by Avenue Sports Fund with Marc Lasry (former Milwaukee Bucks), Stephen Curry; as well as limited partners Andre Iguodala, Klay Thompson, Alex Albon, Leonardo Fiorvanti, Kanoa Igrashi and John Stones. 

TGL’s venue, SoFi Center, is an unprecedented, tech-infused arena for golf and creates an intimate and unique “greenside” fan experience with 1,500 seats wrapping around TGL’s field of play, which at nearly 100 yards long and 50 yards wide is the size of a football field. 

• Screen: Within TGL’s competitive matches, the integration of the league’s technology mix starts with teams teeing off from real grass tee boxes to play custom-designed, virtual holes projected onto a 3,000-square-foot screen (64’x46’), more than 20 times larger than a standard golf simulator screen (144 square feet, 16’x9’). 
• Green: Once teams are inside approximately 50 yards they will transition to live action and finish each hole a 22,475-square-foot short game complex that transforms between holes. TGL’s green uses advanced technology to make each hole a unique challenge for the teams, including its 41-yard-wide turntable that rotates the green and three bunkers to change approach angles and nearly 600 motorized actuators embedded under the synthetic putting surface to morph its topography. 
• Broadcast Enhancements: TGL’s technology mix allows for every shot to be broadcast live, teams playing within a 40-second shot clock, all players being mic’d, delivery of advanced shot data, and other broadcast enhancements. 

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. 

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. 

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.