Genesis Launches Full-Scale European Brand Marketing... Official Sponsor of the 'Scottish Open'
[Asia Economy Reporter Yu Je-hoon] Genesis brand announced on the 4th that it will officially sponsor the 'Scottish Open,' one of the most prestigious golf tournaments in Europe.
The Scottish Open is a European golf tournament that began in 1972 and is held annually during the first week of July at the Scottish links course. It is one of the 'Rolex Series' tournaments, which are the top four events on the European Professional Golf (EPGA) Tour, with a total prize money exceeding 8 million dollars (approximately 9.2 billion KRW).
With Genesis becoming the official sponsor, the official tournament name will be changed to 'Genesis Scottish Open' starting from the 2022 event.
The Genesis Scottish Open is the first tournament jointly organized by the two major tours, the PGA Tour and the EPGA Tour, under their strategic partnership. The player field consists of 73 players from the PGA Tour, 73 players from the EPGA Tour, and invited players.
As the official sponsor, Genesis will manage tournament branding and promotions in addition to the rights to use the official tournament name. In particular, Genesis plans to utilize its right to invite participants to the tournament to provide Korean Professional Golf Association (KPGA) players with opportunities to participate in advanced tours.
Genesis, Hyundai Motor Group's premium brand, has continued various golf sponsorships. Since 2017, it has officially sponsored the Genesis Invitational on the PGA Tour and participated in sponsoring top-tier golf tournaments such as The CJ Cup and the Presidents Cup. Domestically, it has conducted brand marketing through hosting the KPGA Genesis Championship and sponsoring the KPGA Korean Tour Genesis Points.
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Jang Jae-hoon, President of the Genesis brand, said, "We are very pleased that Genesis is sponsoring the Scottish Open, which is the first tournament jointly organized by the PGA Tour and the EPGA Tour, as the title sponsor." He added, "Based on the Genesis Scottish Open and the Genesis Invitational, we will continuously strengthen partnerships with the two major tours to support successful tournament hosting and introduce Genesis's authentic brand experience worldwide."
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