Genesis Motor has renewed and extended its title sponsorship of The Genesis Invitational through 2030, reinforcing its long-term commitment to one of the PGA TOUR’s most established and commercially significant events.
The luxury automotive brand will continue as title partner of the tournament staged annually at Riviera Country Club in Pacific Palisades, California. Hosted by Tiger Woods, the event holds invitational status on the PGA Tour calendar, featuring a limited field and elevated competitive positioning among non-major championships.
The Hyundai Motor Group’s luxury division first assumed title rights in 2016, rebranding the historic Los Angeles Open as The Genesis Invitational. Over the past decade, the tournament has strengthened its stature within the global golf ecosystem, consistently attracting elite fields and delivering strong domestic and international broadcast audiences.
PGA TOUR CEO Brian Rolapp said, “The PGA TOUR is proud to continue our growing relationship with Genesis and appreciates its continued support of The Genesis Invitational, a legacy event on our schedule that annually tests the world’s best players. As The Genesis Invitational makes its much-anticipated return to Pacific Palisades, this year marks the ideal moment to affirm Genesis’ support of this historic event.”
Tiger Woods added, “I’d like to thank Genesis for their renewed commitment to The Genesis Invitational. Together with Genesis, we have found new ways to elevate this tournament over the past decade. We are grateful to Genesis for their continued partnership and support of the tournament and TGR Foundation.”
Hyundai Motor Group Executive Chair Euisun Chung continued, “We are proud to extend our partnership with the PGA TOUR, Tiger Woods and TGR Foundation, and to continue the journey of The Genesis Invitational through 2030. The Genesis Invitational represents the values of integrity, respect and excellence that define both the sport of golf and the Genesis brand. As we celebrate the tournament’s 100th playing, this milestone marks a century of progress for the championship. Together with our partners, Genesis remains committed to elevating this historic tournament and to creating lasting value not only for the game, but also for our communities and future generations.”
The 2026 edition will mark the tournament’s 100th playing, a significant milestone for an event first staged in 1926. It also signals a symbolic return to Riviera after the 2025 edition was relocated to San Diego due to the wildfires that affected the Greater Los Angeles area.
Sweden’s Ludvig Åberg is set to defend his title when the centennial edition tees off in 2026.
Riviera’s long-term profile will be further amplified when it hosts the golf competition at the Los Angeles 2028 Olympic Games, enhancing the global visibility associated with the tournament and its title partner.
For the luxury car manufacturer, the renewal underscores a sustained investment in premium global sports properties as part of its luxury brand positioning strategy. The continuation of the partnership provides stability within a shifting professional golf landscape and maintains the title sponsors’ alignment with one of the sport’s flagship invitational events.
The Los Angeles event will continue to operate under its reduced-field format with elevated FedExCup points and worldwide broadcast distribution, reinforcing its status as a cornerstone event on the PGA TOUR calendar.
