The PGA Tour event at Riviera in Los Angeles will be called the Genesis Open, the only title sponsor on tour to be known by a specific brand.
Hyundai Motor America took over as sponsor in January of the PGA Tour's tournament in Los Angeles that dates to 1926. A month later, it designated the Tiger Woods Foundation as the host organization that will run the event. All that was missing, until Monday, was a name of the event.
Genesis is Hyundai's global luxury car brand.
While the number of automakers who sponsor PGA Tour events has dwindled in recent years, the other two active sponsors — Honda and BMW — use the company name for the tournament title. Hyundai...