Genesis leverages PGA Tour partnership to build luxury brand experiences

Genesis has turned its PGA Tour sponsorship into immersive hospitality events, linking the brand with affluent golf fans and boosting sales.

At recent PGA Tour stops, Genesis has created hospitality zones featuring Korean-style cuisine, showcase vehicles, and elevated viewing spots, aiming to convert spectators into customers before they even consider a purchase. The brand’s involvement began in 2015, when it sought to reach business leaders, global travelers, and high-end consumers who frequent golf events. This focus on experiential marketing mirrors tactics used by T-Mobile, which offers ticket discounts and exclusive lounges, and Mercedes-Benz’s Formula 1 collaborations.

Genesis’ sales have surged, topping 82,331 U.S. units in 2025 and exceeding one million globally. Jose Munoz, President and CEO of Hyundai and Genesis Motor North America, described the partnership as both strategic and personal, noting the early decision to align with the PGA Tour and Tiger Woods. The company’s hospitality concept draws on the Korean idea of “sonnim,” treating guests as honored visitors rather than mere customers. The consistent brand experience extends from tournament lounges to the interior comforts of the GV70 SUV.