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TGL announces Genesis as its first founding partner

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

While details have yet to be revealed, Genesis will likely acquire sponsorship inventory in and around TGL’s 1,500-seat SoFi Center arena and during broadcasts.

The automaker joins online banking company SoFi, TGL’s presenting partner, as one of the competition’s top sponsors.

Mike McCarley, CEO and co-founder of TMRW Sports, Woods and McIlroy’s business partner, said of the partnership: “The Genesis brand is a perfect fit for TGL. We look forward to working with Genesis to promote TGL and its teams to a global fan base in new and exciting ways.”

TGL will launch on January 7, 2025, with original plans to begin in 2024 scrapped due to storm damage to the host location.

The partnership strengthens Genesis’ deep ties to elite golf. The automotive 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-sponsored by the PGA Tour and European Tour), and is the automotive sponsor of the Presidents 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 automotive brand will serve as title sponsor of the co-sanctioned event for the next three years, starting with the October 2024 edition.