Genesis adds TGL to its burgeoning portfolio of golf sponsorships. (TGL)

TGL, the tech-infused golf league founded by golf icons Tiger Woods and Rory McIlroy’s TMRW Sports entertainment venture, has unveiled Korean car manufacturer Genesis as its first founding partner.

Although details are yet to be revealed, Genesis will likely gain sponsorship inventory in and around TGL’s 1,500-seater SoFi Center arena home, and on broadcast.

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The auto manufacturer joins online banking firm SoFi, TGL’s presenting partner, as one of the competition's top-line sponsors.

Speaking on the partnership, TMRW sports chief executive and co-founder Mike McCarley, the business partner of Woods and McIlroy, stated: “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.”

TGL will launch on January 7, 2025, with initial plans to begin in 2024 having been scrapped due to storm damage to the host venue.

The partnership strengthens Genesis’ deep ties to the sport of golf at the top level. The car brand currently serves as the title sponsor of the elite-tier PGA Tour’s annual Los Angeles Open (known as the Genesis Invitational), the Scottish Open (co-sanctioned by the PGA Tour and European Tour), and is the automobile sponsor of the President’s Cup.

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Most recently, the car brand stepped in to sponsor the European Tour’s Korea Championship, now known as the Genesis Championship, after the event was merged with the PGA Tour’s existing Genesis Championship event.

The car brand will serve as the title sponsor of the co-sanctioned event for the next three years, starting with the October 2024 edition.