Genesis partners with the PGA TOUR for the eighth year, sponsoring the 2024 Genesis Invitational hosted by Tiger Woods at The Riviera Country Club.
“It is a tremendous honor to continue our title sponsorship of The Genesis Invitational, in support of tournament host Tiger Woods’ TGR Foundation,” said Claudia Marquez, chief operating officer of Genesis Motor North America. “The Genesis Invitational represents a celebration of golf that brings together fans and athletes, providing them with an immersive experience based on Genesis’ distinctly Korean values of elevated hospitality.”
The Genesis Invitational will mark the 2024 PGA TOUR debut of tournament host, Tiger Woods. Joining him will be 18 of the top 20 golfers in the Official World Golf Ranking, such as Scottie Scheffler, Rory McIlroy, Viktor Hovland, Xander Schauffele and Wyndham Clark. Additionally, the tournament will feature the PGA TOUR’s Korean players – Byeong Hun (Ben) An, Sungjae Im, Si Woo Kim, and Tom Kim.
Elevated to Signature Event
The Genesis Invitational has been recognized as one of the eight PGA TOUR Signature Events for 2024, making it a highly sought-after tournament. The event features a limited field, with increased prize money and FedExCup points on offer. The winner of this year’s tournament will receive a 2025 Genesis GV80 Coupe and a share of the $20 million purse.
Genesis is also offering a unique double hole-in-one prize for both players and caddies at the 14th and 16th holes, which can be won in every round. The player with the first hole-in-one each day on the 14th hole will be awarded a Genesis GV80, while their caddie will receive a Genesis Electrified GV70. Additionally, the first player to ace the 16th hole each round will win a Genesis GV70, while their caddie will take home a Genesis GV60.
Proceeds from the tournament will contribute to advancing the educational programs of TGR Foundation for students in Southern California and beyond through the TGR Learning Lab. This year, Genesis Gives is donating $100,000 each to three youth sports organizations—First Tee, Girls on the Run, U.S. Soccer Foundation—to continue the momentum of Genesis Gives’ reach and support of youth development through sports in the U.S. In just the past few years, Genesis and its non-profit foundation have donated $10 million to various athletics, STEAM, and arts education initiatives.
Distinctly Korean Hospitality
Genesis, a brand that celebrates Korean cultural heritage, provides an elevated hospitality experience to all its customers, treating them as “son-nim”, meaning honored guest. This unique Korean hospitality concept is extended to the Genesis Invitational, which offers an exceptional experience to players, caddies, and spectators at every touchpoint through various programs on-site.
The Players & Caddies Lounge at this year’s event features a complimentary barber service and physical therapy tools. All players are allocated courtesy vehicles, and Genesis product specialists are available to provide tailored experiences throughout the tournament.
Guests can choose a charitable organization that resonates with them and their passions in the “Chari-tees” activation presented by Genesis Gives and the Genesis Inspiration Foundation. Another activation on-site is “Postcards from the Green,” where spectators can write postcards to their favorite players and loved ones.
At the 14th Lounge, guests can enjoy the sounds of a player’s shot or music with Bang & Olufsen headphones. They can also test their game with “Closest to the Pin” challenges, and younger players with the “Magic Pond”. Jonas Never, an artist, returns for a third year with a live painted mural featuring the GV80 Coupe in an iconic Hollywood setting.
Complimentary coffee bar and Korean-inspired snacks will be available at the 14th Lounge. Genesis is also providing a shuttle service for guests to transfer directly from the main entrance to the 14th Lounge on loop.
The main entrance and valet entrance will feature two Genesis concept cars, the X Gran Berlinetta Concept and X Convertible Concept, respectively. A total of 220 Genesis cars will be deployed throughout the tournament, with 18 on display throughout the course. Spectators will have the opportunity to experience the entire lineup of Genesis vehicles, including the newly redesigned GV80 SUV and the first-ever GV80 Coupe, G90 flagship sedan, Electrified G80 executive sedan, G70 sport sedan, and the all-electric GV60 SUV.
