Genesis, the luxury automotive brand under Hyundai Motor Group, has been named the global official vehicle of the PGA Tour, further cementing its status as a premium global brand with a growing presence in the international sports arena.
The automaker will also be the first-ever sponsor of the PGA Tour’s international broadcast, known as the “World Feed.”
According to Genesis and the PGA Tour, the two parties signed a global marketing partnership agreement, officially designating Genesis as the Tour’s global mobility partner.
Under the agreement, Genesis vehicles will serve as the official vehicles for the PGA Tour and PGA Tour Champions through 2030.
Genesis’s partnership with the PGA Tour began in 2015 as a sponsor of the Presidents Cup in South Korea. Since then, the brand has served as title sponsor for several major tournaments, including the Genesis Invitational (since 2017) and the Genesis Scottish Open (since 2022).
It is also a founding partner and official vehicle sponsor of TGL, a new golf league, and continues to co-host the Genesis Championship with the DP World Tour and KPGA.
As part of the new partnership, Genesis will be the inaugural presenting sponsor of the PGA Tour’s “World Feed”—a global broadcast package that delivers PGA Tour content to fans worldwide. The World Feed began full operations in March during The Players Championship.
To commemorate the partnership, Genesis and the PGA Tour will co-produce a special program titled Driven. The show will spotlight tournaments, players, and community initiatives, as well as highlight the impact of the World Feed. It will premiere on CBS on June 28 (local time).
Genesis also plans to launch a range of on-site marketing efforts at PGA Tour events, including vehicle displays and branded experience zones.
This strategic alliance is expected to elevate Genesis’s global brand profile and strengthen its position in the U.S. market. The company sold 30,538 units in the U.S. last month, a 16.5% year-over-year increase.
José Muñoz, President and Global COO of Hyundai Motor Company, said, “We are honored to be named the first global official vehicle of the PGA Tour.
This partnership will allow us to connect with fans around the world through the World Feed and enhance the experience for players, caddies, and spectators while supporting local communities.”
