TGL, the technology-driven golf league founded by Tiger Woods and Rory McIlroy under their TMRW Sports venture, has announced Genesis, the South Korean automobile manufacturer, as its inaugural founding partner. Though the specifics of the agreement remain undisclosed, it is anticipated that Genesis will secure prominent sponsorship placements within the 1,500-seat SoFi Center arena, which serves as TGL’s home venue, as well as in the league’s broadcast coverage.
Genesis joins SoFi, the online banking firm that serves as TGL’s presenting partner, in supporting the league. Mike McCarley, CEO and co-founder of TMRW Sports, who collaborates closely with Woods and McIlroy, expressed enthusiasm about the partnership: “The Genesis brand aligns perfectly with TGL. We look forward to working with Genesis to promote TGL and its teams to a global fan base in new and engaging ways.”
Originally scheduled to debut in 2024, TGL’s launch has been postponed to January 7, 2025, due to storm damage at the host venue. This delay has not dampened the excitement surrounding the league, which promises to offer an innovative and engaging experience for golf fans worldwide.
This collaboration underscores Genesis’ extensive involvement in high-profile golf events. The brand currently holds the title sponsorship for several prestigious tournaments, including the PGA Tour’s Los Angeles Open, known as the Genesis Invitational, and the Scottish Open, which is co-sanctioned by both the PGA Tour and the European Tour. Genesis also serves as the official automobile sponsor of the President’s Cup.
In addition to these commitments, Genesis recently expanded its sponsorship portfolio by supporting the European Tour’s Korea Championship, now renamed the Genesis Championship, following a merger with an existing PGA Tour event. This sponsorship will continue for the next three years, starting with the October 2024 edition.
The announcement of Genesis as a founding partner of TGL not only reinforces the brand’s dedication to golf but also highlights the innovative nature of TGL. This league aims to introduce a new generation to the sport, blending technology and traditional golf in a format that promises to be both entertaining and accessible. The partnership with Genesis is expected to enhance the visibility and appeal of TGL, bringing a fresh perspective to the sport and attracting a diverse audience.
I am excited to see the evolution of TGL and believe it will offer a novel way to enjoy golf, providing both long-time fans and newcomers with a dynamic and enjoyable experience.
