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

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

Genesis and TGL: A Shared Vision

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

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

A Closer Look at the TGL Experience

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

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

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

How the Game is Played

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

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

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

Genesis Presence in the TGL Season

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

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

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

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

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

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

Elevated to Signature Event 
 

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

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

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

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

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

Distinctly Korean Hospitality 
 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What’s the ultimate branding goal of Genesis? 

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