How Genesis Is Using Korean Hospitality and the Power of Sports to Build a New Kind of Luxury Brand

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A few months ago, crowds lined the 18th green at The Riviera Country Club in Pacific Palisades, California, as 26-year-old American golfer Jacob Bridgeman secured his first PGA Tour victory at the 2026 Genesis Invitational. But the tournament wasn’t just drawing golf fans. Around the course, guests wandered through hospitality lounges, sampled Korean-inspired food and beverages, explored the latest Genesis vehicles and settled in to watch the action from premium viewing areas.

Genesis may have cornered the golfing market, but their activation at recent events is the kind of experience that’s becoming increasingly common across sports. Today’s biggest sponsorships are about far more than logos on a leaderboard or a name on a tournament. Brands are creating experiences that bring consumers into the action, turning fans into customers long before they ever make a purchase.

T-Mobile, for example, has expanded its sports strategy well beyond traditional sponsorships. The company helps power everything from broadcasting to on-site operations at sporting events. But for fans, the partnership is experienced in more tangible ways: discounted tickets, access to exclusive Club Magenta lounges at events like the PGA Championship and other member-only perks that make for long-term

Luxury automakers are taking a similar approach. Mercedes-Benz, for example, has built a strong connection with consumers through Formula 1, where the sport’s focus on performance, engineering and innovation naturally aligns with the brand’s identity. For newer luxury brands, sports sponsorships can serve as a powerful way to start building the recognition that legacy brands already have.

Genesis entered that same competitive space in 2015 as a new luxury automaker. Without the history of its established rivals, the brand looked to sports—particularly golf—as a way to create deeper connections with consumers.

Why golf?

The sport offered a natural overlap with the audience Genesis wanted to reach, their executives tell Variety, from business leaders and global travelers, to luxury consumers who value premium experiences.

As the first Official Vehicle and Mobility Sponsor of the PGA Tour, Genesis has embedded itself into events including the Genesis Invitational, Genesis Scottish Open and as well as emerging made-for-TV formats like TGL. The strategy has coincided with rapid growth, with the brand surpassing 1 million global vehicle sales and reaching a record 82,331 U.S. vehicles sold in 2025.

The decision to commit to golf early in the brand’s journey was intentional, according to Jose Munoz, President and CEO of Hyundai and Genesis Motor North America.

“At the beginning, partnering with the PGA Tour and with Tiger—and committing to golf consistently—was a big decision for us,” Munoz tells Variety. “Back then, we were selling just a few thousand vehicles, and today we’ve achieved record sales and significant growth. We cannot be happier with everything we’ve done together, and the partnership has become not just strategic, but also personal.”

That long-term approach is perhaps most evident in the experience Genesis has built around its tournaments.

Drawing from the Korean concept of sonnim, or treating guests as honored visitors rather than customers, the brand has reimagined hospitality as more than traditional VIP access. At events like the Genesis Invitational, that philosophy comes to life through thoughtfully designed lounges, elevated food and beverage offerings and welcoming spaces that encourage guests to linger rather than simply pass through.

That philosophy carries into the vehicle itself.

I spent a week behind the wheel of the Genesis GV70 SUV, and those same priorities showed up in the details. On a long drive from Savannah to Augusta, the driver’s seat massage function became a small but memorable touch that made hours on the road feel effortless. Combined with customizable mood lighting, a quiet cabin and technology that felt intuitive rather than distracting, the experience reflected the same attention to comfort and hospitality I’d seen throughout the tournament.

It reinforced something I hadn’t considered before: the sponsorship isn’t just about putting Genesis in front of consumers—it’s about creating a consistent brand experience wherever someone encounters it. Whether that’s relaxing in a hospitality lounge overlooking the 18th green or settling in for a four-hour drive, the feeling is intentionally the same.

Across industries, more brands are recognizing that familiarity is one of the most valuable assets they can build. The companies that stand out aren’t always the ones with the longest history—they’re the ones that consistently create experiences people remember.

Genesis Fan Shop

Genesis is not just showing up at events — the brand is also partnering with brands on must-have merch and apparel that’s become as coveted as a seat behind the wheel. Here’s a look at a few pieces available to buy online now.