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.

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

Jacob Bridgeman Claims Victory at The Riviera

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

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

A World-Class Field for a Centennial Year

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

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

Elevated Brand Presence Enhances Fan Experience

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

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

California Rises Campaign Continues

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

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

Partnership Extended Through 2030

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

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

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

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

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

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

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

A Legacy at 100
 

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

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

California Rises: A Commitment to Community Recovery
 

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

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

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

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

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

Elevated Signature Event
 

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

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

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

Distinctly Korean Hospitality
 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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 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.

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

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

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

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

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

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

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

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

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

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

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

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

[1] Calculated based on MSRP and freight costs

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

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

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

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

California Rises

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

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

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

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

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

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

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

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

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

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

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

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

[1] Calculated based on MSRP & freight costs

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

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

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

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

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

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

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

But at Genesis, it goes beyond that.

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

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

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

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

Title Sponsorships 

Genesis is currently title sponsor of the following three events. 

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

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

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

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

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

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

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

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

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

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

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

Vehicle Sponsorships 

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

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

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

‘Son-nim’ Hospitality 

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

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

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

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

More Than an Investment 

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

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

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

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

PACIFIC PALISADES, Calif., Feb 19, 2024 — The 2024 Genesis Invitational concluded Sunday, Feb. 18, after four days at The Riviera Country Club in Pacific Palisades, California. Hideki Matsuyama finished at 17-under 267 for a three-shot victory over Will Zalatoris and Luke List. He takes home $4 million and the 2025 Genesis GV80 Coupe. 

The 2024 Genesis Invitational marked Genesis’ eight year as title sponsor and included 18 of the top-20 golfers in the Official World Golf Ranking including Scottie Scheffler, Rory McIlroy, Viktor Hovland, Xander Schauffele, Wyndham Clark, among them. The tournament is one of the most historic and longest-running events on the PGA TOUR and celebrated its 98th play this year. 

"We hope the spectators on-site as well as those who were watching from home enjoyed watching these world-class players play on the world-class Rivera course this week," said Mike Song, Global Head of Genesis. "We will continue to hone the attention-to-detail approach that we’ve learned from sponsoring events like the Genesis Invitational to share with more Genesis customers around the world.” 

 
Brand experiences and promotional activities at the tournament provided guests the opportunity to explore on-site activations, the Genesis lineup and concept vehicles, and an elevated Korean hospitality experience. Throughout the tournament, Genesis invited attendees to celebrate golf traditions in a unique, elevated setting with interactive exhibits that embodied the theme of "Make the Game Your Own," which is an invitation to shape your own golf experience, see new perspectives and join in the excitement and thrill of the game. 

Genesis continues to show a strong commitment not only to the sport of golf, but also to the advancement of youth sports and education. In 2023, Genesis and the Genesis Inspiration Foundation committed $1 million to TGR Foundation to advance science, technology, engineering, arts, and mathematics (STEAM) education for youth. At this year’s tournament, Genesis Gives donated $100,000 each to the U.S. Soccer Foundation, Girls on the Run, and First Tee for a total of $300,000 to increase access to youth sports programs across the United States.