Editor’s note: This story featuring Genesis first appeared July 8, 2022 on GGP/Biz, on the eve of the Genesis Scottish Open. It is being rerun today as the Genesis Invitational commences at Riviera Country Club.
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...