• by Tanya Gazdik , 7 hours ago

Genesis and the PGA Tour have signed a multiyear partnership.

Hyundai Motor Corp.’s luxury brand is the first global official vehicle of the PGA Tour and PGA Tour Champions through 2030. The brand also becomes an official mobility partner of the PGA Tour.

The deal includes Genesis as the first sponsor of the PGA Tour's World Feed, which debuted earlier this year to deliver content to golf fans across the globe. 

Originating from PGA Tour Studios, the tour's newly opened content facility, the World Feed is produced and curated for international media partners and their viewers, with weekly on-site commentators, a customized graphics package and up to six dedicated cameras at FedExCup events focused on international players.

The World Feed is ushering in the next era of golf media with the support of Genesis, which shares the association’s desire to chronicle the stories of international athletes, says Rick Anderson, PGA Tour chief commercial officer.

The deal also allows Genesis to be featured through year-round content and on-site activations at select tournaments.

The partnership is a “milestone” that reflects deep trust and shared vision, says José Muñoz, president and CEO of Genesis.

“Together, we are committed to delivering excellence—whether through enhancing the experience for players, caddies, and fans, or supporting meaningful initiatives like California Rises," Muñoz says in a release.

In response to the wildfire devastation in the Los Angeles area and across California, Genesis, TGR Live and the PGA Tour  launched the California Rises initiative at the 2025 Genesis Invitational at Torrey Pines Golf Course to drive relief and recovery efforts for affected communities. 

As part of the initiative, Genesis donated $8 million in 100 tournament vehicles and cash contributions.

The PGA Tour and Genesis have been partners since 2015, when the luxury automotive brand first signed on as an official sponsor of the Presidents Cup in South Korea.

The brand is also a founding partner and official automotive partner of TGL, the official automobile sponsor of numerous Presidents Cups, and title sponsor of the Genesis Championship, co-sanctioned by the DP World Tour and the KPGA Tour.