The Car Brand That’s Betting Big on Golf’s Future

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Summary

  • Genesis becomes the first-ever global Official Vehicle of the PGA TOUR and PGA TOUR Champions through 2030
  • The luxury car brand expands its footprint in golf with broadcast, event, player and fan experience partnerships
  • New initiatives include The World Feed and immersive on-site activations

Genesis is no longer simply a car company hosting a tournament; it’s rapidly growing into a prominent figure within the worldwide golf community landscape.

For several years, a prestigious car manufacturer has been associated with tournaments such as the Genesis Invitational and the Genesis Scottish Open. Now, they have been designated as the first-ever global official vehicle for both the PGA TOUR and PGA TOUR Champions, committing to this partnership until 2030. This enhanced collaboration involves a host of new projects, though fans might initially notice the resumption of The World Feed: an international live broadcast feed produced by PGA TOUR Studios. This innovative approach allows global media partners to create localized broadcasts with their own commentary teams, thereby modernizing the way golf is perceived worldwide. This week, The World Feed continues at the Rocket Mortgage Classic.

As a devoted admirer, I’m thrilled to share that the Korean brand has broadened its involvement in exciting ways! Now, it’s not just about seeing their cars at tour events, but also experiencing innovative on-site activations and taking on official transportation responsibilities for players and caddies. This means more Genesis vehicles gracing tour stops, and an increased presence of the brand around the game itself – a win-win situation for both automotive enthusiasts and golf fans like myself!

Instead of collaborating with Tiger Woods and the TGR Foundation in co-producing the Genesis Invitational, and investing in TGL and initiatives like California Rises for youth programs, Genesis is uniquely using its extensive marketing resources to champion the growth of golf on a global scale.

For those curious about the reasons behind the extended partnership between PGA TOUR and Genesis, and how it connects with fan experience, broadcast strategy, and community investment, the new program called “Driven” is set to premiere prior to the third round of the Rocket Mortgage Classic on CBS.

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2025-06-25 23:56