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.

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.

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 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.

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.