Genesis forges expanded marketing partnership with PGA Tour

Hyundai Motor's logos of Genesis, left, and PGA Tour are shown in this photo provided by the company. Yonhap

Genesis, the independent luxury brand of Korea's Hyundai Motor Group, said Thursday it has entered into an expanded global marketing partnership with the PGA Tour through 2030.

The multiyear agreement names Genesis as the first-ever global official vehicle company for both the PGA Tour and PGA Tour Champions, while also designating the company as the official mobility partner of the PGA Tour.

As part of the partnership, Genesis becomes the inaugural sponsor of the PGA Tour's World Feed, launched earlier this year to provide exclusive content to international golf audiences.

In addition, Genesis will be featured prominently through year-round digital content at select tournaments.

To commemorate the new partnership, the PGA Tour and Genesis will debut a special television program named "Driven," ahead of the third round of the Rocket Mortgage Classic on U.S. television network CBS on Saturday (local time).

"Genesis is honored to become the first-ever global official vehicle sponsor of the PGA Tour. This milestone reflects the deep trust and shared vision between our two organizations, built over years of partnership," said Jose Munoz, who serves as chief executive officer (CEO) of both Genesis and Hyundai Motor.