U.S. PGA Tour extends Genesis Invitational title sponsorship 'reflects the will of justice'

*This content was translated by AI.

Genesis Brand (hereinafter referred to as Genesis) will extend its sponsorship of the title of The Genesis Invitational, the world's most prestigious PGA Tour tournament, until 2030 to expand its global golf marketing.

Genesis held a signing ceremony for a sponsorship extension contract with the PGA Tour and the Tiger Woods Foundation at Riviera Country Club in California on the 17th local time. Major Hyundai executives, including Hyundai Motor Group Chairman Chung Eui-sun, Vice Chairman Jang Jae-hoon and President Jose Munoz, as well as PGA Tour CEO Brian Rollab and tournament host Tiger Woods attended the event to strengthen the meaning of the partnership.

With this renewal, Genesis will continue to support the status of the main competition, which began with the Genesis Open in 2017 and was upgraded to the "Invitational" level in 2020. The Genesis Invitational is a historical competition that celebrates its 100th anniversary this year with the LA Open, which was founded in 1926. It is also a stage where big moments in golf history, such as Jack Nicklaus' professional debut and Tiger Woods' first PGA appearance, were recorded.

Chairman Chung Eui-sun emphasized in the signing ceremony that the 100-year-old tournament symbolizes the dignity and heritage of golf and is a stage that shares the value of authenticity and excellence pursued by Genesis. In addition, with this extension, he expressed his ambition to inherit the legacy of the competition and contribute to the creation of value for future generations and communities. Genesis has already extended its official PGA Tour auto sponsorship and sponsorship of the "Genesis Scottish Open" title to 2030 last year, further solidifying its position in the global golf world through this contract.

The 2026 Genesis Invitational, which will be held shortly after the renewal of the contract, will be held at the Riviera Country Club from the 19th to the 22nd local time. This year's tournament has been designated as the PGA Tour's "signature tournament" for the third consecutive time since 2024, boasting the highest level of authority. The total prize money amounts to $20 million, and the winner will be awarded the "GV80 Coupe Black" model with $3.5 million in prize money and injuries.

The tournament will feature 72 of the world's top players, including defending champion Ludwig Overy, world No. 1 Scottie Scheffler, Rory McIlroy and Justin Rose. As Korean players, Kim Si-woo and Kim Joo-hyung will compete and hunt for the championship. During the competition, Genesis plans to display a total of 18 vehicles, including GV60 magma, X-Grane Equator concept, and GV70 electric model, at its main base to promote the brand's marketability and technology.

Social contribution activities will also be carried out at the same time. Genesis is also launching the "California Rise" campaign this year to help recover from California wildfires. Funds raised through the "Buddy for Good" event, which accumulates a certain amount of money for each birdie, eagle, or hole-in-one in major holes, are donated to the American Red Cross and the Los Angeles Fire Department Foundation. Genesis said it will make every effort to provide galleries with a differentiated brand experience while operating a care system so that players can play in their best condition.

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*This content was translated by AI.