Genesis Invitational is the LA Golf Community’s Coming Together Moment

Golf culture in LA is poised to attract the sport’s most die-hard fans.

Golf
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The PGA TOUR’s Genesis Invitational is returning to Los Angeles from February 15-18, and it has all the makings for a monumental event.

Starting in 2009, the tournament began awarding a spot to a player of a minority background in honor of Charlie Sifford, a Black professional golfer who broke the PGA TOUR’s color barrier. Tiger Woods, a trailblazer in his own right, became the tournament’s official host in 2017, partnering with Genesis Motor America to support his foundation’s educational programs in the area.

But outside of competitive golf, the growth of the game within the city on a community level has had an effect on the tournament. Up-and-coming apparel brands like Metalwood Studio have opened brick-and-mortar shops in the city in recent years, many of which are hosting events during Genesis Invitational week to celebrate the tournament. And as the only golf tournament that takes place annually in a major city, offsite activations are becoming more popular each year.

With Tiger making his first official appearance of 2024 and the tournament benefiting from its West Coast time zone, TV ratings are bound to reach unprecedented levels. But those seeing the action in person will get a more lively and unforgettable experience. Hospitality is one of Genesis’ most strongly held values, and the tournament offers a variety of inclusive and exclusive venues for viewing, plus free or discounted tickets for youth, students, educators, active military and first responders. Of course, the Genesis lineup of luxury vehicles will be on display throughout the course, like the brand’s preeminent GV80 SUV.

Stay tuned for our guide on how to make the most of your visit to LA and our recap of the Genesis Invitational. In the meantime, head to Genesis.com to learn more about the GV80 SUV.

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