Genesis Becomes PGA TOUR's First Global Official Vehicle Sponsor

In a significant move for both the PGA TOUR and the luxury automotive brand Genesis, the two organizations announced on Wednesday, June 25, 2025, that Genesis has been named the first Global Official Vehicle of the PGA TOUR and PGA TOUR Champions, a partnership that will extend through 2030. This announcement was made during an event held in Ponte Vedra Beach, Florida, and Seoul, South Korea, marking a pivotal moment in the collaboration between the PGA TOUR and Hyundai Motor Group's luxury division.

The new agreement not only designates Genesis as the Official Vehicle of the PGA TOUR but also includes the brand as an Official Mobility Partner, reflecting a broader commitment to enhancing the overall experience for players, caddies, and fans alike. This partnership is particularly noteworthy as Genesis also becomes the inaugural sponsor of the PGA TOUR’s World Feed, which delivers exclusive content to golf fans worldwide.

Rick Anderson, Chief Commercial Officer of the PGA TOUR, highlighted the significance of the partnership, stating, "We are honored to launch this expanded global official marketing partnership with Genesis as the PGA TOUR’s first global Official Vehicle. This collaboration complements its title sponsorship of The Genesis Invitational and the Genesis Scottish Open, reflecting Genesis' ongoing commitment to the game of golf."

The World Feed, which debuted earlier this year, aims to provide unprecedented access to professional golf, featuring dedicated commentators and a tailored graphics package to enhance the viewing experience for international audiences. It marks a new era in golf media, allowing fans around the globe to engage more deeply with the sport.

José Muñoz, President and CEO of Genesis, expressed enthusiasm about the partnership, stating, "Genesis is honored to become the first-ever global official vehicle sponsor of the PGA TOUR. Together, we are committed to delivering excellence while supporting meaningful initiatives like California Rises. 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 longstanding relationship between the PGA TOUR and Genesis dates back to 2015 when Genesis first became an Official Sponsor of the Presidents Cup in South Korea. It later took on the title sponsorship of The Genesis Invitational at The Riviera Country Club, which is one of the TOUR's longest-running events. Following the success of these initiatives, Genesis further solidified its partnership by becoming the title sponsor of the Genesis Scottish Open in 2022, marking a significant milestone as the first co-sanctioned event between the PGA TOUR and DP World Tour.

The partnership between Genesis and the PGA TOUR is not only a strategic business alliance but also reflects a shared vision to enhance the golf experience for players and fans alike. As both organizations continue to innovate and expand their horizons, the implications of this partnership could redefine the future of golf, particularly in how it engages with a global audience.

Looking ahead, the PGA TOUR and Genesis are set to unveil "Driven," a special network program designed to showcase the partnership's impact on the sport. This program will feature exclusive content spotlighting tournaments, players, and local communities, further emphasizing the brand's commitment to enhancing the golf experience.

As the partnership unfolds, industry experts and analysts will be closely monitoring the evolution of this collaboration, particularly in the context of changing consumer preferences in both the automotive and sports industries. The integration of technology and fan engagement strategies will likely play a crucial role in the success of this partnership moving forward, as both entities strive to create a more inclusive and dynamic golfing culture.