The Genesis luxury automotive brand isn’t quite 7 years old, yet almost from its very founding it has been a household name in elite golf circles.
The Genesis Invitational at Riviera annually draws the top field of any regular-season PGA Tour event. This week’s Genesis Scottish Open – the first co-sanctioned event between the PGA and DP World tours – is the strongest non-major field in the European tour’s history. The Genesis Championship annually offers the highest purse on the Korean PGA Tour, which uses a Genesis Points ranking system similar to the FedEx Cup. Genesis is the official car of the next three Presidents Cups pitting Americans against the world.
It's safe to say Genesis has literally made a name for itself via sponsorship in golf, in short order becoming – pardon a very old expression that could use updating – the “Cadillac” of PGA Tour title sponsors.
“The genesis of Genesis, if you will, also coincides with our involvement in global golf sponsorship,” said Graeme Russell, the chief brand officer of Genesis Mo...
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