Genesis Extends PGA Tour Partnership, Amplifying Global Brand Visibility
Hyundai Motor Group has announced the extension of Genesis’ title sponsorship for the PGA Tour’s Genesis Invitational through 2030. This agreement underscores the brand’s ongoing commitment to global golf marketing and strengthens its position as a premium automotive leader.
The multiyear agreement was formalized during a signing ceremony held at Riviera Country Club in California on Tuesday. Key figures in attendance included Hyundai Motor Group Executive Chair Chung Euisun, PGA Tour CEO Brian Rolapp, and tournament host Tiger Woods. Following the signing, Woods and Genesis President and CEO Jose Munoz participated in a press conference, building anticipation for the tournament’s return to Pacific Palisades.
The 2026 Genesis Invitational will mark a historic milestone: the 100th playing of the tournament, which originated in 1926 as the Los Angeles Open. The centennial event is scheduled to take place from Thursday to Sunday at Riviera Country Club.
After being held in San Diego in 2025 due to wildfires in the Greater Los Angeles area, the event returns to its traditional home at Riviera. Ludvig Aberg of Sweden is slated to defend his title.
“The PGA Tour is delighted to continue our growing partnership with Genesis and values their continued support of The Genesis Invitational,” stated Rolapp, emphasizing the tournament’s legacy and its reputation for challenging the world’s best golfers.
Genesis first assumed the role of title partner in 2016. The tournament’s status was elevated in 2020 with Woods becoming the official host and the introduction of enhancements to the field and winner benefits.
“I’d like to express my gratitude to Genesis for their renewed commitment,” said Woods. “Together, we have successfully identified innovative strategies to elevate this tournament over the past decade.”
The Genesis Invitational stands as one of the PGA Tour’s most enduring events. It has been held at Riviera since 1973 and holds historical significance as the site of Jack Nicklaus’ professional debut and Woods’ first PGA Tour appearance. The tournament boasts a prestigious history, having produced 25 World Golf Hall of Fame champions.
“As we celebrate the tournament’s 100th playing, this milestone represents a century of progress,” said Chung. “Genesis remains dedicated to enhancing this historic event and generating enduring value not only for the game of golf but also for communities and future generations.”
Alongside the tournament’s return to Pacific Palisades, Genesis and the PGA Tour will continue their collaborative “California Rises” charitable initiative, which supports wildfire recovery and community rebuilding efforts. This year’s proceeds will benefit Habitat for Humanity, the Los Angeles Fire Department Foundation, and the Genesis Inspiration Foundation, which provides arts and music education to children affected by the fires.
Hyundai and the PGA Tour have expanded their partnership significantly in recent years. In June 2025, Genesis was named the first global Official Vehicle of the PGA Tour and PGA Tour Champions, as well as an Official Mobility Partner. The brand also became the inaugural sponsor of the PGA Tour’s World Feed, produced by PGA Tour Studios.
Genesis has further strengthened its presence in the world of golf through continued title sponsorship of the Genesis Scottish Open and partnerships including TGL and the DP World Tour’s Genesis Championship in Korea.
The 2026 Genesis Invitational will be broadcast on CBS, Paramount+, Golf Channel, and PGA Tour digital platforms, ensuring widespread access for fans worldwide.
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