The Car Brand That’s Betting Big on Golf’s Future

Summary

• Genesis becomes the first-ever global Official Vehicle of the PGA TOUR and PGA TOUR Champions through 2030
• The luxury car brand expands its footprint in golf with broadcast, event, player and fan experience partnerships
• New initiatives include The World Feed and immersive on-site activations

Genesis isn’t just a car brand with a tournament on the schedule anymore, it’s becoming one of the most visible players in the global golf ecosystem.

After years supporting events like the Genesis Invitational and the Genesis Scottish Open, the luxury automaker has now been named the first-ever global official vehicle of the PGA TOUR and PGA TOUR Champions, locking in through 2030. The expanded partnership comes with a range of new initiatives, but perhaps the one fans will notice first is the continuation of The World Feed: a live, international broadcast feed produced by PGA TOUR Studios. Designed to give international media partners the freedom to create localized telecasts with their own commentary teams, The World Feed is a step toward modernizing how golf is experienced globally, and it continues this week at the Rocket Mortgage Classic.

The Korean brand’s expanded role also includes new on-site activations and official mobility duties for players and caddies, meaning more Genesis vehicles at TOUR stops and more visibility around the game.

From co-producing the Genesis Invitational with Tiger Woods and the TGR Foundation, to backing TGL and funding community development programs like California Rises, Genesis is doing something not many luxury carmakers are: putting its global marketing muscle behind the future of golf.

For those interested in the why behind the expanded partnership—and how it ties into fan experience, broadcast strategy, and community investment—PGA TOUR and Genesis are debuting a new program called Driven, airing before the third round of the Rocket Mortgage Classic on CBS.