From Incheon to the links of Scotland: Genesis' journey in golf sponsorship

Genesis has made a significant investment in golf, sponsoring tournaments include the Genesis Scottish Open and Genesis Invitational. According to Genesis' global head, the involvement in golf helps showcase its luxury cars to a global audience

The clubhouse at The Renaissance Club in North Berwick, Scotland during the 2022 Genesis Scottish Open in July, 2022. [GENESIS]

Genesis takes golf very seriously.

Since its official launch in 2015, Hyundai Motor’s premium brand has invested heavily in the sport, putting its name on tournaments and events ranging from Korea’s own KPGA to the U.S.-based PGA Tour and even the hallowed home of golf itself at the Scottish Open.

Behind that sponsorship is what Genesis calls its “audacious commitment” to the sport, a concerted effort to build an ecosystem of tournaments at every level of the game that now includes the Genesis Championship on the KPGA Tour, the Korea Championship presented by Genesis co-sanctioned by the KPGA and the European DP World Tour, the Tiger Woods-hosted Genesis Invitational on the PGA Tour, and the Genesis Scottish Open co-sanctioned by the DP World Tour and PGA Tour.

Genesis’ commitment to golf extends even further than the named tournaments, with the automaker also providing vehicles for the Presidents Cup and the Abu Dhabi HSBC Championship and sponsoring the Genesis Point system ranking the top golfers on the KPGA Tour.

But why is a car company so heavily invested in a sport that involves a lot of walking and occasional use of a golf cart? According to Mike Song, global head and COO of Genesis, the answer is luxury.

“We recognize that sponsoring golf events provides an opportunity to showcase our cars to a global audience,” Song told the Korea JoongAng Daily, “allowing potential customers to experience and appreciate the quality, innovation, and luxury associated with the Genesis brand.”

Genesis Head of Global Mike Song [GENESIS]

With the Genesis Scottish Open set to tee off at The Renaissance Club in North Berwick, Scotland on Thursday, Song discussed the brand’s commitment to golf, its efforts to build an ecosystem of events across the sport and what it hopes to gain from the investment in an email interview with the Korea JoongAng Daily last week. The following are edited excerpts.

Q. Genesis has invested heavily in golf over the last few years, both domestically in Korea and internationally. How would you describe your overall strategy when it comes to golf sponsorship? A. Genesis is very committed to sponsoring golf because we believe our brand and the sport share similar values like respect, integrity, and excellence.

Our strategy is to create original experiences that are personalized for our customers and partners. We want to expand our presence in major markets by being involved in golf globally. This way, we can show our dedication to providing excellent service and making people feel welcome.

We aim to connect with golf fans all around the world and build strong relationships within the golf community, especially through our distinguished care for players, caddies, and fans.

Can you briefly summarize the events and tours that Genesis is involved with?

The Genesis Invitational is a Tiger Woods-hosted event and is one of PGA TOUR’s 17 designated events. Genesis has been a sponsor since 2017, and we are happy to continue to elevate this tournament with our partners the TGR Foundation and the PGA TOUR.

Tiger Woods watches his tee shot on the 10th hole during the first round of the Genesis Invitational at Riviera Country Club in the Pacific Palisades area of Los Angeles on Feb. 16. [AP/YONHAP]

We have also been hosting the Genesis Championship since 2017, helping the growth of Korean men’s professional golf through our partnership with the KPGA Korean Tour.

We became the title sponsor of the Genesis Scottish Open last year, and it was the first-time the PGA TOUR and DP World Tour held a co-sanctioned event. We were and still are very honored that we get to join and help build the legacy of this prestigious tournament in Scotland, the home of golf.

We are the official vehicle sponsors for both the Presidents Cup and the Abu Dhabi HSBC Championship. The former, we have been sponsoring since 2019, and the latter since 2022. We provide our cars at these global events so players and tournament stakeholders can get in and around the course in true comfort and luxury.

Last but not least, the Korea Championship Presented by Genesis is the latest addition to our global golf portfolio. It’s also a co-sanctioned event between the DP World Tour and the KGPA, and it was the first time in 10 years a DP World Tour event returned to Korea. In a sense, this event brought the global stage to our home base, which is in-line with our mission to support Korean players on the international level.

Spain's Pablo Larrazabal tees off on the fourth hole during the final round of the Korea Championship presented by Genesis at the Jack Nicklaus Golf Club Korea in Incheon on April 30. [AP/YONHAP]

Both the Genesis Scottish Open and Genesis Invitational were hugely prominent tournaments before Genesis became the sponsor. Is the experience of sponsoring such famous tournaments different from your other golf sponsorship deals?

We take the same level of care and attention to detail with every sponsorship, regardless of the size or prominence of the tournament. We believe that every golfer, caddie, fan, and spectator deserve an exceptional experience, and we are committed to delivering that in every tournament.

That said, for the Genesis Scottish Open and Genesis Invitational, we are particularly focused on celebrating the rich history and traditions of golf. We saw an opportunity to further elevate these tournaments and wanted to help create an event that feels like a true homecoming for golfers from all over the world.

One of the key differentiators for our title-sponsored tournaments is that we support and recognize the role of the caddie – the sporting equivalent of a Genesis Personal Assistant. A key example is that we offer double prizes for both the player and caddie—both for the tournament winner and for the hole-in-one winner.

The Genesis GV70 and G70 offered as rewards to players and caddies for hitting a hole in one at the 2022 Genesis Scottish Open are displayed at The Renaissance Club Club in North Berwick, Scotland in July, 2022. [GENESIS]

We also operate a Players & Caddies Cafe, an exclusive space with snacks and drinks dedicated for players and caddies at the range because Genesis is committed to providing exceptional care and comfort for them.

We believe that the Genesis Scottish Open and Genesis Invitational are the perfect platforms to showcase our brand and our commitment to golf. We are excited to be a part of these tournaments and we look forward to creating a truly memorable experience for everyone involved.

Alongside named tournaments, Genesis is also the official vehicle of the Presidents Cup. How does an official vehicle deal compare to a named sponsor deal?

Genesis is committed to ensuring our golf platform consistently delivers the best brand experience for all who attend. Our audacious commitment to golf is not constrained by the form of sponsorship if it is aligned to our values and dedication to the sport of golf.

Our official vehicle sponsorships, such as the Presidents Cup and HSBC Abu Dhabi Championship, provide us with an excellent platform to connect our brand directly with prestigious sporting events and engage with a wide range of fans and participants.

In particular, regarding our involvement with the Presidents Cup, it is an honor to be part of such a prestigious international golf competition.

The Presidents Cup puts Korean golfers in the spotlight, and being involved allows us to further showcase our commitment to the sport, elevate our brand on a global stage, and contribute to the growth and success of Korean golfers.

It's a source of immense pride and satisfaction for us as we witness their talent and achievements being recognized worldwide

Genesis’s golf sponsorship started with the KPGA and you still remain heavily invested in the domestic tour as a partner and as sponsor of the Genesis point system. Is promoting and developing Korean golf still a major priority?

Absolutely. Supporting Korean men’s professional golf is a key priority for Genesis. Our golf sponsorship journey began with the KPGA Korean Tour in 2016, shortly after our brand launch in 2015, and we continue to maintain a strong partnership with them.

We’ve been sponsoring the Genesis point system since then and have been contributing to the growth of Korean golf by providing players with opportunities to showcase their skills and compete on the global stage. We believe in the potential of Korean golfers and are committed to their success.

We are proud to play a role in shaping the future of golf in Korea and supporting the aspirations of Korean golfers as they strive for excellence on the international level.

Genesis is involved in sponsoring golf from the KPGA level through the DP World Tour and on to the PGA Tour. Was that an intentional decision to create an ecosystem of Genesis-backed tournaments at different levels of the sport?

Indeed, the decision to sponsor golf at various levels, from the KPGA to the DP World Tour and the PGA Tour, was intentional and aimed at creating a global platform of Genesis-backed tournaments across different tiers of the sport.

This ecosystem helps us build a stronger relationship with golf fans and stakeholders, establishing a sense of continuity and shared experiences throughout their golfing journey. It also creates a pathway for Korean golfers to compete on the world stage. Lastly, it demonstrates our long-term commitment to the sport and reinforces our position as a trusted partner within the golfing community.

Tiger Woods lines up his putt on the second green during the final round of the Genesis Invitational at Riviera Country Club in the Pacific Palisades area of Los Angeles on Feb. 16. [AP/YONHAP]

How do you approach sponsorship on this level? Is it about a real return on investment in terms of car sales, an attempt to grow the brand, to ensure that golf and Genesis go hand in hand or something more?

While it is important to consider the ROI of our sponsorships, our considerations go beyond immediate sales numbers.

We recognize that sponsoring golf events provides an opportunity to showcase our cars to a global audience, allowing potential customers to experience and appreciate the quality, innovation, and luxury associated with the Genesis brand.

By associating our brand with prestigious golf tournaments, we aim to generate preference and consideration among consumers.

When approaching sponsorship at this level, our approach is multifaceted and encompasses various objectives:

Aligning Golf and Genesis: Genesis and golf share common values and aspirations. By aligning with golf, we reinforce the synergy between the sport and our brand, highlighting our shared ideals.

This association helps establish an emotional connection with golf enthusiasts and potential customers, who may resonate with the values and lifestyle that Genesis represents.

Creating Original Experiences: Our golf involvement allows us to create unique and memorable experiences for golf fans, customers, and stakeholders. From exclusive hospitality offerings to interactive brand activations, we strive to provide exceptional experiences that leave a lasting impression.

These experiences not only reinforce positive brand perceptions but also foster brand loyalty and advocacy among our audience.

Boosting the Brand: Sponsorship serves as a powerful tool to enhance brand visibility and recognition. Through our involvement in golf, we aim to increase brand awareness, strengthen brand perception, and foster positive brand associations.

By aligning our brand with a sport that embodies values such as respect, integrity, and excellence, we enhance the overall image of Genesis and create a strong brand identity in the minds of consumers.

Sports sponsorship is a very crowded market, and even within your own group both Hyundai and Kia are heavily invested in sports. Golf especially attracts a high level of premium sponsorship — what do you do to stand out?

We differentiate ourselves and stand out by focusing on our unique brand identity, tailored experiences, and thoughtful partnerships.

We leverage the unique brand identity of Genesis to differentiate ourselves from other sponsors. Genesis represents luxury, innovation, and a distinctive customer experience. By aligning our sponsorship activations with these brand attributes, we create a distinct presence in the market and appeal to discerning consumers who value premium experiences.

We also go beyond traditional sponsorship activations by designing tailored experiences for players, caddies, and fans. We aim to create memorable moments that leave a lasting impact, delivering unique and immersive experiences that showcase our brand's commitment to excellence and customer-centric approach.

BY JIM BULLEY [jim.bulley@joongang.co.kr]