Launched in 2015 as a luxury automotive subsidiary of Hyundai Motor Company, Genesis is built on three brand pillars—audacious, progressive and distinctly Korean—though some may argue a fourth can be added: golf.

Since bursting onto the scene with the introduction of the Genesis G90 two years later, the brand has been as synonymous with golf as it has luxury cars.

Genesis has served as the title sponsor of the Genesis Invitational at Riviera Country Club since 2017 and the Genesis Scottish Open since 2022. The brand has also been the Official Automotive Sponsor of the biennial Presidents Cup since 2022 and will continue to be through at least 2026. On top of that, Genesis became the first founding partner of TGL, a new technology-infused team golf league founded by Tiger Woods and Rory McIlroy set to start in January 2025.

“When you put it all together, it begins to take on depth,” said Drew Slaven, Genesis USA chief marketing officer. “We have this sort of 360-degree approach to the game that we want to be the brand synonymous with it.”

Rather than simply slapping their name on a single PGA Tour event, Genesis wanted to develop a robust, year-round schedule of sponsorships and subsequent activations to further cement the brand’s involvement with the growing game. An estimated 45 million Americans age 6+ played both on- and off-course golf in 2023, according to the National Golf Foundation.

Starting with the Genesis Invitational each February, Genesis returns to the forefront with the Scottish Open in mid-July, a week before The Open Championship. Add in the South Korean-based Genesis Championship that began in 2019, the biennial Presidents Cup and the soon-to-launch TGL, the brand is “all in on golf,” according to Slaven.

“Having events that hit consistently over the better course of the year is helpful as advertisers and marketers so you don’t do it and are kind of dry for a period of time,” he said. “It also helps solidify that association between golf and the brand.”

Golf gives Genesis another avenue to its target audience: affluent, educated and brand loyal. According to the PGA Tour, 44.1% of its audience has a bachelor’s degree or higher, while 87% boast an annual household income of $150,000 and higher.

With Genesis and Korean hospitality on full display at Riviera Country Club for example, patrons are able to see some of the brand’s latest models up close and personal while enjoying Bang & Olufsen headphones and partaking in a complimentary coffee bar with Korean-inspired snacks.

Not only does Genesis treat golf patrons as son nim (honored guest), but players and caddies reap the benefits as well. Provided courtesy vehicles throughout the tournament, the brand erects temporary hospitality areas called “starter shacks” for players and caddies. Genesis also offers complimentary barber services for caddies and will be adding a ping pong table or two at the Players & Caddies Lounge so they can continue their competitiveness when not on the course.

At this week’s Presidents Cup being played at The Royal Montreal Golf Club in Montreal, Quebec, Canada, Genesis is providing branded tournament vehicles for captains Jim Furyk and Mike Weir and their teams, as well as tournament staff and volunteers.

For patrons cheering on the U.S. and International teams, the Genesis Club offering views of the pivotal 15th and 16th holes will feature local and internationally inspired cuisine and beverages, interactive games, cell phone charging stations and more.

“It’s not just being an advertiser on a property that makes sense, it’s going a little further and bringing something we’re fond of saying, which is son nim—distinctly Korean hospitality,” Slaven said. “That’s what makes it something special for us, that we can really activate at a place in a way that is in alignment with the brand essence.”