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Hyundai’s Genesis Backs Tiger Woods And Rory McIlroy’s TGL
Genesis, the luxury brand of South Korean car maker, Hyundai, has become the founding partner of TGL.
TGL is poised to be a technology infused golf league started by iconic golfers Tiger Woods and Rory McIlroy’s TMRW Sports entertainment, and will be launched in early January 2025 .
While details of the deal have yet to be revealed, it is believed that Genesis sponsorship’s would be in and around TGL’s 1,500-seater SoFi Center arena home, and on broadcast. The car maker joins online banking platform SoFi as one of the tournament’s primary sponsors.
Following the announcement of the partnership, TMRW sports chief executive and co-founder Mike McCarley, said, “The Genesis brand aligns perfectly with TGL. We look forward to working with Genesis to promote TGL and its teams to a global fan base in new and engaging ways.”
According to ASN data, Genesis (0.4%, US$4.2m+) is a minor player in the Asian sponsorship market since Q321, unlike its parent company Hyundai, the third highest spender (5.5%, US$54.7m+). Investment for Genesis tends to be focused in South Korea, with blockbuster golf sponsorships, namely Korean Championship (US$2m) and Korean PGA (US$115k). Globally, Genesis presently serves as the title sponsor of the PGA Tour’s Los Angeles Open rebranded as the Genesis Invitational, the Scottish Open and the automobile partner of the President’s Cup.
