Genesis, the Korean car manufacturer, has renewed its title sponsorship of the Genesis Invitational PGA Tour golf event through 2030.
The extended deal was announced ahead of the 2026 edition of the tournament, which begins tomorrow (February 19).
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Genesis has been the title sponsor of the event since 2017. The tournament, which takes place in California, received elevated status ahead of the 2020 event that brought Tiger Woods as the official host and implemented several enhancements to its field and winner benefits.
One of the tour’s longest-running tournaments, the Genesis Invitational originally debuted in 1926 as the Los Angeles Open, with the event staged at various area courses before settling at The Riviera Country Club in 1973, making it one of only nine current venues to appear on the tour schedule for more than 50 years.
The Genesis Invitational returns to Pacific Palisades for this year’s edition.
The PGA Tour and Genesis have had a partnership since 2015, when the brand first signed on as an official sponsor of the Presidents Cup in South Korea.
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By GlobalDataLast year, the two parties expanded their long-running commercial partnership, with the car brand becoming a global sponsor of the tour through 2030.
Through that deal, the Hyundai-owned carmaker was named as an official marketing partner, the highest tier of the PGA Tour’s sponsorship program.
In addition, Genesis became the first global official vehicle of the PGA Tour and PGA Tour Champions, an official mobility partner of the tour, and the first sponsor of the PGA Tour’s World Feed content offering.
Genesis also has a relationship with Woods as a founding partner and official automotive partner of TGL, the tech-infused golf league founded by the golf icon alongside Rory McIlroy.
Elsewhere in golf, the company last year inked a multi-year agreement to continue as title partner of the Genesis Scottish Open, and is the official automobile sponsor of numerous Presidents Cups, and the title sponsor of the Genesis Championship in Korea.
