Genesis said it held a contract-signing ceremony on Feb. 17 (local time) at Riviera Country Club in California with the PGA Tour and the Tiger Woods Foundation, extending the title sponsorship through 2030.
Attendees included PGA Tour CEO Brian Rolapp; Tiger Woods, whose foundation runs the event; Hyundai Motor Group Chairman Chung Euisun; Vice Chairman Jang Jae-hoon; Hyundai Motor CEO Jose Munoz; North America chief Randy Parker; and Genesis head Lee Si-hyuk, among others.
The Genesis Invitational traces its roots to the LA Open, founded in 1926, and marks 100 years of history this year. The PGA Tour event has been tied to milestones such as Jack Nicklaus’ pro debut and Woods’ first PGA Tour appearance.
Genesis became title sponsor in 2017, when the tournament was known as the Genesis Open, and continued through its elevation to the Genesis Invitational in 2020.
“PGA Tour is proud that Genesis has continued to support the Genesis Invitational, where the world’s best players compete,” Rolapp said.
Woods said the partnership with Genesis “was an opportunity to find new ways to grow the tournament,” adding that he appreciated the company’s continued interest and support for both the event and the Tiger Woods Foundation.
Chung said it was meaningful to expand the partnership with the PGA Tour, Woods and the Tiger Woods Foundation and to continue sponsoring the tournament through 2030. He called the century-old event a symbol of golf’s tradition and heritage and said it also reflects Genesis values of authenticity, respect and excellence.
He added that the milestone would help partners carry on the tournament’s legacy and contribute to creating value for local communities and future generations beyond golf.
Genesis has been expanding its global golf sponsorships, including a deal signed in May last year with the PGA Tour through 2030 as its first official automotive sponsor, and an extension in July last year of its title sponsorship of the Genesis Scottish Open through 2030.
The 2026 Genesis Invitational, the first held after the renewal, will be played Feb. 19-22 (local time) at Riviera Country Club, which also marks its 100th anniversary this year. The total purse is $20 million; the winner will receive $3.5 million and a GV80 Coupe Black model.
Genesis said it plans to display 18 vehicles at key locations such as the Genesis Lounge and Genesis Skybox, including the GV60 Magma model, the X Gran Equator concept, the Electrified GV70 model and the GV80 Coupe, to showcase its products to spectators and TV viewers.
* This article has been translated by AI.
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