Korean car manufacturer Genesis has expanded its long-running commercial partnership with US golf's top-tier PGA Tour by becoming a global sponsor through 2030.
Through the deal, the Hyundai-owned carmaker has been named as an official marketing partner (OMP), the highest tier of the PGA Tour’s sponsorship program.
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In addition, the luxury vehicle brand becomes the first global official vehicle of the PGA Tour and PGA Tour Champions and an official mobility partner of the tour.
As part of the multi-year agreement, Genesis also becomes the first sponsor of the PGA Tour’s World Feed content offering.
Genesis will be featured through year-round content and on-site activations at select tournaments.
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 and later the title sponsor of the Genesis Invitational in California, one of the tour’s longest-running events. Genesis has been sponsoring the tournament since 2017.
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By GlobalDataSince 2022, the Korean automotive company has also been the title sponsor of the Scottish Open, the first co-sanctioned event by the PGA Tour and DP World Tour.
In addition, the brand is a founding partner and official automotive partner of TGL, the tech-infused golf league founded by golf icons Tiger Woods and Rory McIlroy, the official automobile sponsor of numerous Presidents Cups, and the title sponsor of the Genesis Championship, co-sanctioned by the DP World Tour and the KPGA Tour.
The PGA Tour, meanwhile, renewed a commercial tie-up with US telecommunications giant AT&T earlier this month. Through that deal, AT&T will continue as title sponsor of the Pebble Beach Pro-Am PGA Tour event.
Meanwhile, the rival LIV Golf series has announced a new partnership with global hospitality and entertainment company MGM Resorts International.
MGM Resorts will serve as the host venue and presenting partner for LIV Golf Week, an annual pre-season event that will relocate from Florida to Las Vegas in advance of the 2026 season.
LIV Golf Week brings together players, team staff, and league officials for a range of pre-season activities across several days, including content capture for broadcast and corporate partners, global press engagement with influencers and media from sports, entertainment, and lifestyle outlets, and league and team commercial campaigns.
During the week and throughout the season, select MGM Resorts VIP guests will have the opportunity to play and interact with LIV Golf professionals in various tournaments.
The Saudi-backed LIV Golf League is currently in its fourth season, with six events remaining on the 2025 schedule.
The next tournament will be in Dallas, taking place between Friday (June 27) and Sunday.
This will be followed by stops in Andalusia, the UK, Chicago, and Indianapolis, before concluding the season with the Team Championship in Michigan in August.
