Branding and marketing are taking over the world. Sure, the automotive world has teamed up with other non-car-related brands for decades, like AMC and Levi’s, Ford and Harley-Davidson, and Jeep and, well, everyone else. However, Genesis and the PGA seemed nearly interlinked at this point. Hell, Genesis and the entire sport of golf are linked these days.
Genesis is now the first sponsor of the PGA TOUR’s World Feed, a dedicated international broadcast stream launched earlier this year. Designed to spotlight international players and cater to a global audience, the Genesis World Feed features localized commentary, dedicated cameras, and custom graphics packages. Broadcast from the new PGA TOUR Studios, the World Feed is already live at tournaments like THE PLAYERS Championship and this week’s Rocket Classic at Detroit Golf Club. It’s a strategic move that puts Genesis in the spotlight for fans tuning in from around the world.
New Program “Driven” Highlights Genesis’ Impact On Golf
To showcase the depth of the partnership, Genesis and the PGA TOUR are launching “Driven”, a special network program debuting June 28 at 2:30 PM ET on CBS. The show offers fans exclusive stories about how Genesis is helping elevate the sport, from community investments to enhanced tournament experiences. Driven will also roll out across PGA TOUR’s social media and free streaming (FAST) channels. For Genesis, this is like super marketing. It shows how the brand is investing in golf’s future on and off the course. Genesis is making a play to be inseparable from golf and golfers.
Genesis is deeply embedding itself into the ecosystem of professional golf, supporting international broadcasts, launching original content, and delivering a next-level mobility experience.
Genesis And The PGA TOUR: A Timeline
Genesis began its relationship with the PGA TOUR in 2015 as a sponsor of the Presidents Cup in South Korea. It quickly scaled up to title sponsorship of The Genesis Invitational at Riviera Country Club and the Genesis Scottish Open, the TOUR’s first co-sanctioned event with the DP World Tour.
Genesis And Golf
Why is Genesis so entrenched in golf? At first, it might seem strange that a brand like Hyundai would be so deeply associated with something as upper-crust as golf. But the Genesis brand has come a long way in a short time. The Genesis GV80 and the G90 are every bit as luxe as many of the other legacy luxury brands like Mercedes and BMW. In this short time, Genesis models are as common in the country club parking lot as those marques. Pretty impressive.
The luxury brand has also partnered with Tiger Woods’ TGR Foundation and serves as the Official Automobile Sponsor of TGL, the tech-forward golf league founded by Woods and Rory McIlroy. Now, with its new title as the PGA TOUR’s global Official Vehicle, Genesis is putting even more horsepower (and money) behind the game. This isn’t just another logo-on-a-golf-bag sponsorship. Genesis is deeply embedding itself into the ecosystem of professional golf, supporting international broadcasts, launching original content, and delivering a next-level mobility experience.
As Genesis CEO José Muñoz put it, “This milestone reflects the deep trust and shared vision between our two organizations. We’re committed to delivering excellence—whether through elevating the sport or creating positive change in the golf community.”
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