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The Hyundai Motor Co.'s luxury Genesis franchise has taken a new boost in prestige and consumer awareness as the Genesis Open Golf Tournament has strengthened its association with Tiger Woods, one of the world's greatest golfers of all time and an extremely visible and effective global brand ambassador for Nike and other products.

Tiger Woods raises his putter after missing a birdie at the 13th hole of the PGA Championship in Medinah, Illinois on Friday, August 18, 2006. Woods finished with a second round 68 and is 7 under par. Photographer: Joe Tabacca / Bloomberg News.BLOOMBERG NEWS

Under an agreement announced Wednesday by the PGA Tour, the tournament hosted by Tiger Woods will achieve the same status as the annual Jack Nicklaus Memorial Memorial Tournament sponsored by Nationwide Insurance and the Arnold Palmer Invitational sponsored by Mastercard . As such, the tournament will tighten its invitation guidelines for participants. The winner will obtain a three-year qualifying exemption on the PGA Tour.

A Genesis G70 sedan from Hyundai Motor Co. exhibited at a launch event in Hwaseong, South Korea on Friday, September 15, 2017. The Genesis G70 is expected to go on sale Sept. 20 in South Korea. Photographer: SeongJoon Cho / Bloomberg© 2017 Bloomberg Finance LP

For Genesis, a relatively new luxury car brand whose G70 sedan was recently recognized North American car of the year for 2019, the association with Woods has the potential to dramatically increase brand awareness and consumer sales in a already cluttered area of ​​luxury choice. Genesis had to overcome a deadly battle with Hyundai franchisees in the United States, many of whom initially sold luxury cars in hopes of eventually getting a Genesis.

Hyundai selects dealerships to sell Genesis cars and pays financial settlements to some Hyundai dealers with whom it is competing. The agreement with the PGA Tour and the association with Tiger Woods will undoubtedly delight the hearts of dealers who hold Genesis franchises.

In addition to Woods and Erwin Raphael, Chief Operating Officer of Genesis,

Chung Eui-sun, senior vice president of Hyundai Motor Group., In the center, attends a New Year's meeting at the manufacturer's headquarters in Seoul, South Korea on Wednesday, January 2, 2019. Hyundai Motor Co. and Kia Motors Corp. , which is part of the Hyundai Motor Group, predicts that combined sales will be little changed this year, the main markets, including the United States and China, stagnant. Photographer: SeongJoon Cho / Bloomberg© 2017 Bloomberg Finance LP

The Executive Vice President joined Jay Monaghan of the PGA Tour in Los Angeles for the announcement. Chung is the apparent heir to his father Chung Mong-koo, chairman of the South Korean Hyundai Motor Group.

Woods, who had been relatively absent from competitive golf due to a variety of personal and health issues, came back last year. He runs after the record of Sam Snead with 82 professional wins and the record with Jack Nicklaus with 18 major titles. Although his best days of play, no one in golf is as important as Woods, as shown by the number of spectators and tournament attendance, which is as much a fan interest as the interest of fans.

Sergio Garcia, from Spain, takes the first start in the rain during the Pro-Am round of the Genesis Open Golf Tournament at the Riviera Country Club in the Pacific Palisades area in Los Angeles on Wednesday February 13, 2019. Garcia plays For the first time since February 2, he was disqualified for damaging the greens of Saudi Arabia. (Swing Update Photo / Reed Saxon)ASSOCIATED PRESS

The Genesis Open Award will reach $ 9.3 million, an increase of $ 1.9 million over this year's grant. The new share for the winner will be $ 1.67 million.

The tournament, which is in its third year, should be played this week at the Riviera Country Club in Los Angeles.

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The Hyundai Motor Co.'s luxury Genesis franchise has taken a new boost in prestige and consumer awareness as the Genesis Open Golf Tournament has strengthened its association with Tiger Woods, one of the world's greatest golfers of all time and an extremely visible and effective global brand ambassador for Nike and other products.

Tiger Woods raises his putter after missing a birdie at the 13th hole of the PGA Championship in Medinah, Illinois on Friday, August 18, 2006. Woods finished with a second round 68 and is 7 under par. Photographer: Joe Tabacca / Bloomberg News.BLOOMBERG NEWS

Under an agreement announced Wednesday by the PGA Tour, the tournament hosted by Tiger Woods will achieve the same status as the annual Jack Nicklaus Memorial Memorial Tournament sponsored by Nationwide Insurance and the Arnold Palmer Invitational sponsored by Mastercard . As such, the tournament will tighten its invitation guidelines for participants. The winner will obtain a three-year qualifying exemption on the PGA Tour.

A Genesis G70 sedan from Hyundai Motor Co. exhibited at a launch event in Hwaseong, South Korea on Friday, September 15, 2017. The Genesis G70 is expected to go on sale Sept. 20 in South Korea. Photographer: SeongJoon Cho / Bloomberg © 2017 Bloomberg Finance LP

For Genesis, a relatively new luxury car brand whose G70 sedan was recently recognized North American car of the year for 2019, the association with Woods has the potential to dramatically increase brand awareness and consumer sales in a already cluttered area of ​​luxury choice. Genesis had to overcome a deadly battle with Hyundai franchisees in the United States, many of whom initially sold luxury cars in hopes of eventually getting a Genesis.

Hyundai selects dealerships to sell Genesis cars and pays financial settlements to some Hyundai dealers with whom it is competing. The agreement with the PGA Tour and the association with Tiger Woods will undoubtedly delight the hearts of dealers who hold Genesis franchises.

In addition to Woods and Erwin Raphael, Chief Operating Officer of Genesis,

Chung Eui-sun, senior vice president of Hyundai Motor Group., In the center, attends a New Year's meeting at the manufacturer's headquarters in Seoul, South Korea on Wednesday, January 2, 2019. Hyundai Motor Co. and Kia Motors Corp. , which is part of the Hyundai Motor Group, predicts that combined sales will be little changed this year, the main markets, including the United States and China, stagnant. Photographer: SeongJoon Cho / Bloomberg © 2019 Bloomberg Finance LP

The Executive Vice President joined Jay Monaghan of the PGA Tour in Los Angeles for the announcement. Chung is the apparent heir to his father Chung Mong-koo, chairman of the South Korean Hyundai Motor Group.

Woods, who had been relatively absent from competitive golf due to a variety of personal and health issues, came back last year. He runs after the record of Sam Snead with 82 professional wins and the record with Jack Nicklaus with 18 major titles. Although his best days of play, no one in golf is as important as Woods, as shown by the number of spectators and tournament attendance, which is as much a fan interest as the interest of fans.

Sergio Garcia, from Spain, takes the first start in the rain during the Pro-Am round of the Genesis Open Golf Tournament at the Riviera Country Club in the Pacific Palisades area in Los Angeles on Wednesday February 13, 2019. Garcia plays For the first time since February 2, he was disqualified for damaging the greens of Saudi Arabia. (Swing Update Photo / Reed Saxon) ASSOCIATED PRESS

The Genesis Open Award will reach $ 9.3 million, an increase of $ 1.9 million over this year's grant. The new share for the winner will be $ 1.67 million.

The tournament, which is in its third year, should be played this week at the Riviera Country Club in Los Angeles.