The highly anticipated 2024 Genesis Invitational has commenced at the prestigious Riviera Country Club in Los Angeles on Thursday, featuring 72 talented PGA golfers competing for the top spot over a four-day period, as reported by Genesis.
A star-studded line-up of the world’s top-ranked golfers, including Scottie Scheffler, Rory McIlroy, and Victor Hovland, are set to go head-to-head in a fierce battle for the winner’s share of £4 million out of the total prize purse of £20 million. To add to the excitement, the victor will also be awarded a GV80 Coupe as an extra prize.
The official host of the tournament, Tiger Woods, will mark his first PGA Tour start at the event, adding to the excitement and anticipation among golf enthusiasts worldwide.
Notably, four Korean golfers, An Byeong-hun, Im Sung-jae, Kim Si-woo, and Kim Joo-hyung, known as Tom Kim, will also participate in the tournament, further adding to the international appeal of the event.
As the luxury auto sponsor of the tournament, Hyundai Motor Group’s Genesis aims to elevate its brand value through this prestigious association. As part of their sponsorship, the company will provide a total of 220 Genesis vehicles for the transportation of the golfers, featuring the GV60, Electrified GV70, and GV80 models.
In a strategic move to bolster brand awareness for U.K. consumers, Genesis plans to showcase its full vehicle lineup at key locations on the golf course, providing an unparalleled opportunity for attendees to experience the luxury and sophistication synonymous with the Genesis brand.
Executive Vice President at Genesis, Song Min-kyu, expressed the brand’s commitment to enhancing the overall tournament experience, stating, “Our goal is to assist top-tier golfers in showcasing their skills and achieving maximum performance during the tournament. We are dedicated to providing Genesis’ unique experiences for golfers, caddies, and all participants of the event.”
Furthermore, as part of its corporate social responsibility initiatives, Genesis has pledged to donate £300,000 to three sports organizations for adolescents at the tournament, underlining the brand’s commitment to giving back to the community and supporting the development of young athletes.
Having secured numerous golf sponsorships since 2017, Genesis continues to demonstrate its unwavering dedication to the development of men’s golf while solidifying its position as a key player in the global sports and luxury automotive industries.