PACIFIC PALISADES, Calif. — The Genesis Invitational, a cornerstone event on the PGA Tour, will continue to be held at Riviera Country Club through at least 2030, following a multi-year extension of the tournament’s title sponsorship. The agreement, announced Tuesday, secures the future of the prestigious competition amid ongoing discussions regarding potential changes to the PGA Tour schedule.
The extension was formalized during a signing ceremony at Riviera Country Club, attended by Hyundai Motor Group Executive Chair Euisun Chung, PGA Tour CEO Brian Rolapp, and tournament host Tiger Woods. Genesis, the luxury vehicle division of Hyundai, first became title sponsor in 2016, and the renewed commitment underscores the brand’s growing presence in the global market.
“The PGA TOUR is proud to continue our growing relationship with Genesis and appreciate its continued support of The Genesis Invitational, a legacy event on our schedule that annually tests the world’s best players,” Rolapp stated, according to the PGA Tour.
The 2026 tournament holds particular significance as it marks the 100th playing of the event, a milestone celebrating a century of professional golf in Los Angeles. The tournament’s return to Riviera Country Club is also noteworthy, following a one-year relocation to San Diego in 2025 due to the devastating wildfires that impacted the Greater Los Angeles area. The 2026 Genesis Invitational will offer a total prize fund of $20 million.
Genesis’s involvement extends beyond the flagship Invitational. The company has significantly broadened its partnership with the PGA Tour in recent years. In June 2025, Genesis entered into a new global official marketing partnership, becoming the first global official vehicle sponsor and the official mobility partner of both the PGA Tour and PGA Tour Champions.
The company’s sponsorship portfolio also includes the Genesis Scottish Open, co-sanctioned by the PGA Tour and DP World Tour in Europe, and the DP World Tour Genesis Championship in Korea. Genesis is a founding partner and official vehicle sponsor of TGL, a tech-focused golf league, and has served as the official vehicle sponsor for multiple Presidents Cups.
The decision to extend the Genesis Invitational sponsorship comes at a time of considerable change within professional golf. The PGA Tour is currently navigating complex negotiations with Strategic Sports Group (SSG), a consortium of sports investors, regarding a potential investment that could reshape the tour’s structure and future direction. The stability provided by Genesis’s long-term commitment is therefore particularly valuable during this period of uncertainty.
José Muñoz, Genesis president and CEO, highlighted the brand’s growth during its decade-long association with the tournament. “Here’s a very special year,” Muñoz said. “It’s the 100th playing of this tournament, and we are proud to continue our partnership through 2030.” He also noted that Genesis has surpassed one million global vehicle sales in less than a decade, attributing some of that success to the visibility and brand recognition gained through its partnership with the PGA Tour and Tiger Woods.
The Genesis Invitational has long been considered one of the premier stops on the PGA Tour, renowned for its challenging course, star-studded field, and charitable contributions. Proceeds from the tournament benefit the TGR Foundation, established by Tiger Woods, which supports youth education and provides opportunities for underserved communities.
In addition to extending the title sponsorship, Genesis announced an additional $1 million contribution to its “California Rises” wildfire relief initiative, demonstrating a continued commitment to supporting communities affected by natural disasters. This philanthropic aspect of the partnership further solidifies Genesis’s role as a responsible corporate citizen and a valued partner of the PGA Tour.
The enduring appeal of Riviera Country Club, with its iconic eucalyptus trees, challenging layout, and historic significance, also played a role in securing the tournament’s future. The course has hosted numerous major championships and is a favorite among players, contributing to the Genesis Invitational’s status as a must-attend event for golf fans worldwide.
Ludvig Åberg of Sweden will be returning to defend his title when the 2026 tournament commences on Thursday, February 19th. The event promises to be a celebration of golf’s rich history and a showcase of the sport’s brightest stars, all supported by the continued commitment of Genesis.
