Genesis Newsroom: Official Global Media Site

AT GENESIS, GOLF IS MORE THAN A SPORT

Thu, 30 May 2024 09:00:00 +0900

SEOUL, May 30, 2024 — Auto companies and sports sponsorships go a long way back. Sponsorships not only provide brand exposure but also facilitate customer engagement on a deeper level, tapping into the excitement and shared enthusiasm that sports evoke.

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.

GENESIS SERVED AS VEHICLE PARTNER OF 2022 PRESIDENTS CUP IN CHARLOTTE

Mon, 26 Sep 2022 10:31:00 +0900

CHARLOTTE, N.C., Sept. 26, 2022 — Genesis served as the official automobile sponsor for the renowned Presidents Cup tournament this year, a series of men's golf matches between a team representing the United States and an International Team representing the rest of the world minus Europe. A PGA TOUR event, the tournament took place Sept. 22-25 at the Quail Hollow Club in Charlotte, North Carolina, and the U.S. team won its ninth straight trophy with a score of 17.5-12.5.

Seventy-seven cars were deployed during the tournament to be showcased and to ferry players and event stakeholders around the course, including the G90 flagship sedan, the G80 executive sedan and the complete SUV lineup consisting of the GV60, GV70 and GV80.

This year’s tournament featured a record number of Korean players: K.H. Lee, Si Woo Kim, Sungjae Im and Joohyung “Tom” Kim. It was the largest number of Korean players in the event’s history and they contributed 7.5 points to the International Team’s 12.5 points. Of the four, Si Woo Kim made the best showing with an overall record of 3-1-0. Sungjae Im finished with 2-2-1, K.H. Lee with 2-1-0, and Joohyung Kim with 2-3-0.

“We are happy to support the top players from various countries along with event stakeholders through our vehicle sponsorship, and hope that it contributed to their remarkable efforts both on and off the course, said a Genesis representative. He added, “Genesis will continue to show its dedicated commitment to golf through its golf sponsorships globally.”

Genesis signed on as the official vehicle sponsor for the Presidents Cup in 2021, committing to sponsor tournament vehicles in the 2022, 2024, and 2026 events, to be held at Quail Hollow Club in Charlotte, North Carolina; The Royal Montreal Golf Club in Montreal, Québec, Canada; and Medinah Country Club in Medinah, Illinois, respectively.

Next month, Genesis will host the 2022 Genesis Championship in South Korea. The major Korean PGA Tour event will run Oct. 6-9 as title sponsor. On its home turf, Genesis can engage more deeply with golf fans, players and partners, strengthening its “audacious commitment” to the sport.

LUXURY CAR BRAND GENESIS ANNOUNCED AS OFFICIAL AUTOMOBILE SPONSOR OF THE PRESIDENTS CUP

Wed, 13 Oct 2021 19:01:00 +0900

PONTE VERDA BEACH, Fla. and INCHEON, Korea, Oct. 13, 2021 — The Presidents Cup today announced Genesis as the Official Automobile Sponsor of the 2022, 2024 and 2026 events, to be held at Quail Hollow Club in Charlotte, North Carolina; The Royal Montreal Golf Club in Montreal, Québec, Canada; and Medinah Country Club in Medinah, Illinois, respectively.

As the Official Automobile Sponsor of the Presidents Cup, Genesis will provide tournament vehicles for the teams, staff and volunteers, with display vehicles being placed throughout the host property.

“Genesis has shown a strong commitment to the sport of golf with a history of tournament sponsorships, including The Genesis Invitational (since 2017), as well as other renowned PGA TOUR events such as THE CJ CUP, the 2019 Presidents Cup, and most recently, the Genesis Scottish Open, which will now be co-sanctioned by the PGA TOUR and European Tour for the first time as a part of a strategic alliance between the two Tours,” said PGA TOUR Senior Vice President, International, Christian Hardy. “Through these partnerships, Genesis continues its commitment to showcasing unique brand experiences while allowing the PGA TOUR to take a significant step in the global growth of our sport.”

Genesis also runs the Korean PGA’s Genesis Championship, which concluded on Sunday with Jae Kyung Lee earning the win with a 14-under 274 total. With the victory, Lee is automatically eligible to compete in The Genesis Invitational and Genesis Scottish Open in 2022.

“As the Official Automobile Sponsor of the Presidents Cup, we are pleased to provide players with Genesis vehicles to use during the tournament,” said Global Head of Genesis Brand Jay Chang. “Genesis will offer the best mobility experiences to players so they can focus on their game and deliver their best performances. Genesis will continue to grow through key partnerships like this one not only in Korea but also all over the world.”

The 2022 Presidents Cup will be held September 20-25 in Charlotte, North Carolina. Quail Hollow Club will be the fifth golf course in the United States to host the Presidents Cup, dating back to the inception of the event in 1994. Quail Hollow has hosted the Wells Fargo Championship since 2003 and brought the PGA Championship to Charlotte in 2017.

As host of the 2007 and 2024 Presidents Cups, The Royal Montreal Golf Club will become the second international venue to host the event more than once, joining The Royal Melbourne Golf Club in Melbourne, Australia, a three-time host.

Medinah Country Club adds the Presidents Cup to an illustrious list of tournaments hosted at Course #3 that include the 2019 BMW Championship, 2012 Ryder Cup, two PGA Championships, three U.S. Opens and the 1988 U.S. Senior Open.

In addition to the Official Automobile Sponsor announcement, Genesis unveiled the logo for the Genesis Scottish Open, to be held July 7-10, 2022. For the first time in 2022, the Genesis Scottish Open, which is part of the European Tour’s Rolex Series, will be co-sanctioned by the PGA TOUR and European Tour.

GENESIS TO BE OFFICIAL VEHICLE PARTNER OF PRESIDENTS CUP IN MELBOURNE

Wed, 20 Nov 2019 09:49:00 +0900

MELBOURNE, Australia, Nov. 15, 2019 — Automotive luxury brand, Genesis Motors Australia, has today announced its vehicle partnership of the Presidents Cup, which will be hosted at the prestigious Royal Melbourne Golf Club 9-15 December 2019.

Genesis will be creating experiences for golf fans and hospitality guests on each day of the event to provide them with unique insights into the 2019 event, while 27 Genesis vehicles will be provided to tournament organisers to transport players and guests.

Genesis ambassador and former U.S. PGA TOUR professional, Paul Gow, will also be in attendance at what promises to be one of the most prestigious sporting events in the Australian sporting calendar.

“Genesis is very proud to partner the Presidents Cup in Melbourne. It pits the very best players in the world against each other on one of the world’s most renowned golf courses, all in the name of competition and charity,” said Mr. David Lederer, Head of Genesis Motors Australia.

“The Genesis association with the Presidents Cup began in 2015 and our proud association with golf continues around the world today. Australia is a very important market for Genesis and we look forward to being part of the excitement and excellence of the Presidents Cup in December.”

"We strive to find partners that reflect the status and nature of the Presidents Cup and having Genesis connected to our event is a perfect fit," said Mr. Matt Kamienski, Presidents Cup Executive Director.

“Our players, fans and others associated with the event will have an up-close look at how Genesis makes true on their goal to make luxury a complete experience."

Genesis’ partnership with the Presidents Cup began in 2015 when the tournament was held in Incheon, South Korea. Since then Genesis’ association with the game has grown to now include the U.S. PGA TOUR Genesis Invitational held in Los Angeles, the Genesis Championship on the Korean PGA Tour, as well as a previous three-year partnership with the Australian Open from 2016-2018.

The Presidents Cup will be held from 9 - 15 December, 2019 at The Royal Melbourne Golf Club. The event marks the third time the Presidents Cup has been played in Australia, the last being 2011 where U.S. team was victorious. The International Team earned their sole victory in the event’s first trip to Melbourne in 1998.