Genesis Extends PGA Tour Sponsorship in the U.S. Through 2030
Genesis will continue its title sponsorship of the PGA Tour tournament, the Genesis Invitational, through 2030.
On the 17th (local time), Genesis held a contract renewal signing ceremony with the PGA Tour and the Tiger Woods Foundation at Riviera Country Club in California, USA, and agreed to extend the title sponsorship of the Genesis Invitational through 2030.
Genesis on the 17th (local time) held a contract renewal signing ceremony with the PGA Tour and the Woods Tiger Foundation at Riviera Country Club in California, USA, and agreed to extend the title sponsorship of the Genesis Invitational through 2030. From the left: Woods Tiger; Chung Euisun, Chairman of Hyundai Motor Group; Rolapp Brian, PGA Tour CEO. Genesis
In attendance at the event were Chung Euisun, Chairman of Hyundai Motor Group; Vice Chairman Jang Jaehoon; Jose Munoz, President and CEO of Hyundai Motor Company; Randy Parker, Head of North America at Hyundai Motor Company; Executive Vice President Lee Sihyeok, Head of the Genesis Business Division; Brian Rolapp, Chief Executive Officer (CEO) of the PGA Tour; and Tiger Woods of the Tiger Woods Foundation, which operates the Genesis Invitational, along with other officials.
The Genesis Invitational traces its roots back to the LA Open, founded in 1926, and this year celebrates a proud 100-year history and tradition. It is a prestigious PGA Tour event that has marked pivotal moments in golf history, including the professional debut of legendary golfer Jack Nicklaus and Tiger Woods's first PGA Tour appearance.
Genesis has been the title sponsor since 2017, when it participated as the sponsor of the Genesis Open, and accompanied the tournament's elevation to the Genesis Invitational in 2020. Through this renewal, Genesis will continue its title sponsorship.
Brian Rolapp, PGA Tour CEO, said, "The PGA Tour is proud of Genesis's continued support of the Genesis Invitational, where the world's best players compete."
Tiger Woods, who serves as host of the Genesis Invitational, said, "The time spent with Genesis has been an opportunity to find new ways to elevate the tournament," adding, "I appreciate the continued interest in and support for not only the Genesis Invitational but also the Tiger Woods Foundation."
Chairman Chung Euisun said, "It is very meaningful that we can expand our partnership with the PGA Tour, Tiger Woods, and the Tiger Woods Foundation, and continue to sponsor the Genesis Invitational through 2030," adding, "With its 100-year tradition, the Genesis Invitational is a tournament that symbolizes the dignity and heritage that golf has upheld, and it is also a stage that jointly showcases the values of authenticity, respect, and excellence that the Genesis brand pursues."
He continued, "Building on this historic milestone, we will work with our partners to carry on the legacy of the tournament and contribute to creating value for local communities and future generations beyond golf."
Genesis held a signing ceremony on the 17th (local time) at the Riviera Country Club in California, USA, with the PGA Tour and the Tiger Woods Foundation to renew the "Genesis Invitational" and agreed to extend title sponsorship through 2030. From left: Ted Mengiste, Chief Operating Officer of Genesis Motor North America; Lee Sihyeok, Executive Vice President and Head of the Genesis Business Division; Jang Jaehoon, Vice Chairman of Hyundai Motor Group; Chung Euisun, Chairman of Hyundai Motor Group; Tiger Woods; Brian Rolapp, Chief Executive Officer of the PGA Tour; Jose Munoz, President and CEO of Hyundai Motor Company; Randy Parker, Head of North America at Hyundai Motor Company. Genesis
In May last year, Genesis signed its first official automobile sponsorship agreement with the PGA Tour through 2030, and in July of the same year it extended the title sponsorship of the Genesis Scottish Open through 2030, steadily enhancing Genesis brand awareness through global golf sponsorships.
The 2026 Genesis Invitational, commemorating the 100th anniversary of the tournament's founding, will tee off on the 19th and run through the 22nd at Riviera Country Club, which itself marks its 100th anniversary this year. From 2024 onward, it is being held for three consecutive years as a PGA Tour Signature Event. Among the 45 PGA Tour tournaments held this year, Signature Events are the eight most prestigious tournaments with limited fields, characterized by higher total prize money and FedExCup points than regular events.
This year's field features 72 of the world's top players, including last year's champion Ludwig Aberg, world No. 1 Scottie Scheffler, No. 2 Rory McIlroy, and No. 3 Justin Rose, with 18 of the top 20 in the world rankings participating. From Korea, two players, Kim Siwoo and Kim Joohyung, will compete. The total purse is 20 million dollars, with the winner receiving 3.5 million dollars in prize money and a GV80 Coupe Black model as an additional prize.
During the tournament, Genesis will showcase a total of 18 vehicles, including the GV60 Magma model, the X Gran Berlinetta Concept, the Electrified GV70, and the GV80 Coupe, at key locations such as the Genesis Lounge and Genesis Skybox, to highlight Genesis's outstanding product competitiveness to on-site spectators and television viewers.
Meanwhile, Genesis will again run the "California Rise" campaign this year, which it carried out last year together with the PGA Tour and the Tiger Woods Foundation to support victims of wildfires in California. During the tournament, the "Birdies for Good" event will be held, in which 1,000 dollars will be donated for every birdie or eagle made on holes 10, 14, 16, 17, and 18, and 25,000 dollars will be donated for every hole-in-one. The relief funds raised will be delivered to charities such as the American Red Cross, the Los Angeles Fire Department Foundation, and the Genesis Inspiration Foundation.
A Genesis official said, "As the tournament's title sponsor and the PGA Tour's official automobile partner, we have made every effort to support the players so they can perform at their best," adding, "In addition to vehicle displays, we will provide visitors with a differentiated Genesis brand experience through various activations in the Genesis Public Lounge."
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