Jay Monahan seems to want to exit on a high. There is more good news on the sponsorship front. This comes just mere weeks after Genesis, a two-event sponsor on the PGA Tour, became a global sponsor and the official marketing partner of the PGA Tour till 2030. Genesis is the luxury vehicle brand that is under the Hyundai Motor Company, with a market cap of $33.56 billion.

The automotive organization owns the sponsorship rights to tournaments on the PGA Tour, the Genesis Invitational, and the soon-to-be-conducted Genesis Scottish Open. The company had decided to extend their sponsorship of the Scotland event through the year 2030, providing a big boost to the PGA Tour, who had previously shown signs of struggling to retain sponsors regularly.

The decision from Genesis will also put more focus on the Invitational, which has one more year left on its current deal. The luxury car manufacturer is likely to renew that deal as well, considering their improved and more prominent role within the golfing organisation. Genesis has been the sponsor of the Scottish Open since 2022, when it was co-sanctioned by both the PGA Tour and the DP World Tour.

There are several renewal discussions slated to take place over the coming few years.  The RBC Heritage and RBC Canadian Open are another set of two events sponsored by the same organization, both of which are due for renewal at the end of this year. Tech giant Sony will be involved for the renewal of the Sony Open after the current deal runs out in 2026. Farmers Insurance Open, Charles Schwab Challenge, and Wyndham Championship are also slated for renewal after 2026.

Incoming head Brian Rolapp hopes that the news of Genesis will provide momentum for the other deals on the table. The renewal news is something that the PGA Tour desperately needed, considering the state of affairs on the PGA Tour at the beginning of last year.

Sponsors opt out of renewal under Jay Monahan

At the beginning of last year, fans of the most popular golf tour in the world were stunned when reports came in that Farmers Insurance would not renew their sponsorship deal after their current deal runs out in 2026. This was particularly devastating as it was the third long-time sponsor opting out of the extension within a short period of time.

Just mere months before that, Honda had also decided to withdraw their renewal of the Honda Classic after the 2023 edition. The automobile company was a sponsor of the event since 1982, when the event was named the Honda Inverray Classic. Following that,t Wells Fargo also decided against extending their deal after 2024 with the PGA Tour for the Wells Fargo Championship, a tournament they had been a part of since 2011.

The PGA Tour did bounce back quickly with new sponsors, with tech giant Cognizant sponsoring the Classic while Charlotte-based bank Truist taking over the rains of the signature event. However, Genesis’s renewal will be a huge jolt for the naysayers of the Tour, as this year has seen a remarkable increase in viewership and quality of golf. Here’s to hoping that this is the beginning of a remarkable turnaround for both the Tour and the sport of Golf.