2025.03.19 GENESIS
Genesis and TGL Unite to Redefine the Future of Golf
Genesis has been a key supporter of the global golf stage since 2016. This year, it takes on a new challenge as a partner of TGL, a groundbreaking new golf league. How will this collaboration between a brand at the forefront of mobility innovation and a league revolutionizing golf with cutting-edge technology shape the sport’s future?
Under the bright stadium lights, teams representing major U.S. cities battle for victory. The crowd, fueled by snacks and beer, erupts in cheers for their home team and favorite players. Coaches call timeouts to regroup and refine their strategy, while emotions surge and crash with every referee’s call. But this is not an NBA or MLB game—this is golf like you’ve never seen before.
This January, TGL Presented by SoFi kicked off its highly anticipated inaugural season, redefining golf with a bold new hybrid format. By merging screen golf with traditional field play and integrating cutting-edge technology and unique gameplay rules, TGL has created a faster, more dynamic experience. Its groundbreaking approach has made it a major talking point not only in the golf industry but across the entire sports world.
TGL is a league founded by global golf icons Tiger Woods and Rory McIlroy. It is hosted by TMRW Sports, a tech-focused venture they co-founded alongside American sports executive Mike McCarley. With a mission to merge advanced technology, media, and entertainment, TMRW Sports is reshaping the sports landscape. TGL stands as their first major initiative under this vision—an innovative effort to bring a new generation of fans into the world of golf.
Genesis played a key role in the launch of this one-of-a-kind golf league. In June 2024, the brand announced its partnership with TMRW Sports, becoming TGL’s first Founding Partner and official sponsor. This collaboration is built on a shared commitment to pioneering innovation and delivering extraordinary experiences. Now, let’s take a closer look at what makes TGL so captivating for golf fans.
The Perfect Blend of Screen Golf and the Course
All TGL matches take place at SoFi Center in Palm Beach Gardens, Florida—a venue designed and built exclusively for the league. The facility spans 23,255 square meters (approximately 250,000 square feet), making it comparable in size to an NFL field, and can accommodate up to 1,500 spectators.
Inside SoFi Center, the space is divided into two sections: the Screen Zone and the Green Zone. The Screen Zone is an instant showstopper, featuring a massive simulator screen that dominates the space, measuring 19.5 meters wide and 16 meters high. At 24 times the size of a typical screen golf display, this screen offers more than just lush fairways—it transports players to beaches, deserts, and mountain ranges, bringing a whole new dimension to the game.
The Teeing Zone is divided into two designated areas to enhance player immersion. Shots under 130 yards (119 meters) are taken from the Front Box, while longer shots are played from the Back Box. What sets TGL apart from conventional screen golf is its heightened realism—depending on where their shot lands in the virtual course, players must adjust their stance and take their next shot from a designated fairway, rough, or bunker surface within the Teeing Zone. This unique setup replicates real-world course conditions, creating a more immersive and strategic gameplay experience.
When a shot lands within 50 yards (45 meters) of the hole, players move to the Green Zone, a precise recreation of an actual golf green. Within this expansive area—equivalent to four basketball courts—they must complete the hole using short shots and precise putting.
The Green Zone is the most advanced showcase of TGL’s cutting-edge technology. Equipped with 600 actuators, its surface can adjust within just five seconds, seamlessly replicating the changing terrain of the virtual course in real-time. The entire Green Zone also rotates 360 degrees, allowing each hole to be played from a different angle. By transforming the Green Zone into a dynamic platform, TGL ensures that gameplay remains immersive, unpredictable, and ever-evolving—making every round a fresh and exciting experience.
Golf, Entertainment, and the Power of Innovation
With a staggering $21 million prize pool (approximately 31 billion KRW), the inaugural TGL season kicked off on January 7 and will conclude on March 25. Six teams, each representing major U.S. cities such as New York, Los Angeles, and Florida, are competing, with four professional golfers per team. Throughout the regular season, teams battle in league matches to earn points and secure playoff positions. The top four teams advance to a single-elimination playoff, culminating in the championship match. The highly anticipated finals on March 25, played in a best-of-three series, promise high-stakes drama down to the final putt.
TGL delivers a faster, more dynamic take on golf. The traditional 18-hole format is reduced to 15 holes, with a total game time limited to two hours. Matches are divided into two phases: a 3v3 team competition for Holes 1–9 and 1v1 head-to-head matchups for Holes 10–15. Additionally, each team must strategically select three out of four players to compete in every match, adding an extra layer of tactical decision-making. Scoring is straightforward: the team with fewer strokes on a hole earns a point, and the team with the most total points wins the match. If the score is tied, victory is awarded to the team whose ball lands closest to the hole.
TGL’s unique rules set it apart from traditional golf tournaments. Much like professional basketball, the shot clock keeps the game moving at a brisk pace. Players must take their shot within 40 seconds, and any team that exceeds the limit incurs a one-stroke penalty. Teams can also call up to four timeouts per match (two per session), creating key opportunities for strategic adjustments or disrupting an opponent’s momentum. To uphold these rules, TGL referees oversee gameplay, ensuring fair competition and maintaining the pace of play.
A unique game modifier known as the Hammer adds an extra layer of strategy and intensity to the match. At the start of play, each team is given three Hammers to use at their discretion. When a team throws a Hammer, the opposing team must decide whether to accept or decline it.
• If accepted, the hole’s value increases by one point.
• If declined, the hole is immediately conceded, and the team that played the Hammer is awarded the point(s).
Each team is allowed to play one Hammer per hole, and both teams can use a Hammer on the same hole. When this happens, the hole’s value increases to three points. This adds another layer of strategy, requiring teams to carefully decide when to play their Hammers.
TGL’s format may be new, but its roster is familiar, featuring some of the biggest names from the PGA Tour.
Leading the competition, Tiger Woods and Rory McIlroy are not just backing TGL—they are stepping onto the course as players. Joining them is an impressive roster of PGA Tour elites, including 2025 Genesis Invitational champion Ludwig Åberg, 2024 winner Hideki Matsuyama, and top-ranked contenders Xander Schauffele, Wyndham Clark, and Keegan Bradley. Also making waves in the lineup is rising Korean star Tom Kim (Joohyung Kim).
Breaking Tradition: The Formula for Success
TGL faced skepticism and criticism before the season even began. Some questioned whether screen golf could truly engage fans or achieve commercial success, while others feared it might disrupt the sport’s traditions. However, TGL quickly put those doubts to rest with a strong debut. According to Nielsen ratings, the league’s opening match on January 7 drew an impressive 919,000 viewers on ESPN in the U.S.
This viewership figure far exceeded those of the PGA Tour season opener (460,000 viewers) and the LIV Golf Individual Championship (89,000 viewers) during the same period. The momentum only grew when Tiger Woods teed off in the second match, drawing a staggering 1.1 million viewers—the highest-rated sports program on cable at the time. With TGL broadcasts reaching 113 countries worldwide, including South Korea (JTBC Golf), the actual total viewership is expected to be even higher.
TGL’s success can be attributed to its ability to bring an entertainment factor rarely found in traditional golf. Beyond its unique gameplay features, the league keeps fans engaged with dynamic elements such as city-based teams—similar to basketball—and live audio feeds of player interactions during matches.
Among the many highlights, the rivalry between Tiger Woods and Rory McIlroy, along with Tom Kim’s standout performance, captivated Korean viewers. One particularly memorable moment came when Woods, still adjusting to screen golf, made a string of early mistakes—offering a rare, lighthearted glimpse of the all-time great.
Genesis x TGL: Driving the Future of Golf
As a Founding Partner and Official Automotive Sponsor, Genesis is bringing its signature hospitality to TGL. Inside SoFi Center, the brand has introduced the Genesis Lounge, offering an elevated viewing experience infused with the thoughtful attention to detail that defines Korean hospitality. The space features displays of the Electrified GV70 and GV60, along with interactive augmented reality content designed to engage visitors. Outside, a fleet of 10 Genesis vehicles supports player transportation and tournament logistics.
Mike Minkyu Song, EXECUTIVE VICE PRESIDENT and Global Head of the Genesis Business Division, expressed his excitement, stating, “Genesis is proud to be part of TGL’s groundbreaking vision for the future of golf. This partnership will deliver a truly special experience for players and fans around the world.”
Since 2016, Genesis has been actively contributing to the global growth of professional golf under its ‘Audacious Commitment’ motto. From introducing Genesis Point, a ranking-based prize system for Korea’s men’s golf tour, to sponsoring premier tournaments like the Genesis Championship, Genesis Invitational, and Genesis Scottish Open, the brand remains deeply invested in the sport’s future.
Following the successful completion of the 2025 Genesis Invitational, held from February 13 to 16, Genesis showcased its exceptional vehicles to both on-site spectators and TV audiences. Ludvig Åberg, one of TGL’s standout players, secured victory with a final score of 12-under-par 276, earning a $4 million prize and a Genesis GV70. In addition, Genesis launched the California RISE campaign, donating 100 tournament vehicles to wildfire relief efforts and raising $300,000 in aid throughout the event.
As Genesis celebrates a decade of golf sponsorship, the brand is elevating its global golf marketing strategy. Supporting TGL is a key part of this initiative, reflecting Genesis’ ambition to expand beyond its established golf fan base. By engaging a new generation of golf enthusiasts, the brand aims to elevate both the sport and its global presence.
The outlook is highly promising. Nearly 44% of viewers for TGL’s opening match fell within the 18–49 age group, signaling a rising interest in Genesis among younger demographics.
What has fueled Genesis’s decade-long commitment to golf? The answer lies in the brand’s dedication to creating a thoughtful and authentic customer experience—one that embodies the sport’s tradition of respect and hospitality. Through its partnership with TGL, a league at the forefront of tech-driven golf, Genesis has further solidified its image as a brand driven by technological innovation. Building on this foundation, Genesis will continue to enhance the sport through various initiatives, delivering new value to the game. With bold vision and innovation, the future of golf looks brighter than ever.
