Genesis Becomes Official Luxury Vehicle for Big Ten Conference, Making a Bold Statement
Genesis, the renowned luxury automaker, has forged a groundbreaking partnership with the Big Ten Conference, becoming its Official Luxury Vehicle. This collaboration represents Genesis’s first foray into the realm of college athletics, a move that is poised to significantly enhance its visibility and connection with a vast audience of sports enthusiasts. The partnership will begin with football, extending its reach to other Big Ten sports such as men’s and women’s basketball, volleyball, baseball, softball, ice hockey, and wrestling throughout the year.
The announcement was made by Genesis Motor America’s Chief Marketing Officer, Amy Marentic, who commented, "The Big Ten Conference embodies many of the values that define our brand, including a relentless commitment to excellence. As our first partnership in college athletics, this collaboration represents an important opportunity to engage with one of the nation's largest and most passionate sports audiences, deepen our connection with consumers across the country, and continue growing awareness and consideration for Genesis."
This strategic decision aligns with Genesis’s broader objective to engage with college alumni and fans who are fervently dedicated to their teams. With a network of approximately 9.4 million alumni and nearly 823,000 current students, the Big Ten’s expansive presence spans from the East Coast to the Midwest, and even into Southern California.
Expanding on its existing portfolio in sports sponsorships, particularly in golf, Genesis aims to elevate its brand awareness in the United States, a key market exhibiting rapid growth for the luxury automaker. Big Ten Commissioner Tony Petitti expressed enthusiasm for the partnership, stating, "We are proud to expand our relationship with Genesis while highlighting a broad array of Big Ten sports and competition. We are equally excited to see the stories of our student-athletes and their families come to life as part of this collaboration."
As the Official Luxury Vehicle, Genesis will play a memorable role in the 2026 Discover Big Ten Football Championship, where a Genesis vehicle will deliver the championship trophy onto the field at Lucas Oil Stadium. The partnership will also feature activation space at the Big Ten Football Championship Fan Fest, creating avenues for fans to engage with the brand throughout the championship weekend.
Genesis is committed to broadening its visibility through various media channels, being featured extensively across broadcasts on networks like FOX, FS1, BTN, NBC, Peacock, and CBS during the men’s and women’s basketball games. Furthermore, the partnership will cover events like the inaugural 2026 Big Ten Volleyball Tournament and other select Olympic Sport Championships, which include ice hockey, softball, baseball, and wrestling.
Additionally, Genesis has enhanced its partnership with NBC Sports, becoming the pre-game presenting sponsor for the Big Ten College Countdown through the 2028 season. This sponsorship encompasses select matchups from both Big Ten and Notre Dame Football, airing live on NBC and streaming on Peacock. Moreover, Genesis debuted custom digital content produced by NBC Universal’s Rock Studios, distributed across its platforms, alongside FOX, FS1, and BTN, celebrating the support families provide to athletes throughout their journeys.
Genesis will also integrate prominently into NBC Sports’ college football coverage, securing its place through integrated branding, verbal mentions, and specially produced show segments. Social media highlights and extended game coverage will also ensure that Genesis maintains strong visibility across various digital platforms.
This multifaceted partnership was developed in collaboration with Genesis’ media agency, Canvas Worldwide, and its advertising agency, INNOCEAN USA, marking a significant step in the brand's journey as they continue to establish a unique space in the competitive automotive market.
Genesis Motor North America is focused on delivering luxury automotive experiences that adhere to the highest standards of design, safety, performance, and sustainability. Through its growing lineup of award-winning SUVs, sedans, and electric models available across North America, Genesis continues to build a robust presence with over 190 independent retailers. As it expands its outreach and consumer engagement, Genesis strives to embody the essence of its cultural heritage and commitment to customer experience, initiating a bright new chapter in the world of luxury automotive brands.
To learn more about Genesis and its evolving lineup of vehicles, visit www.genesis.com.
The announcement was made by Genesis Motor America’s Chief Marketing Officer, Amy Marentic, who commented, "The Big Ten Conference embodies many of the values that define our brand, including a relentless commitment to excellence. As our first partnership in college athletics, this collaboration represents an important opportunity to engage with one of the nation's largest and most passionate sports audiences, deepen our connection with consumers across the country, and continue growing awareness and consideration for Genesis."
This strategic decision aligns with Genesis’s broader objective to engage with college alumni and fans who are fervently dedicated to their teams. With a network of approximately 9.4 million alumni and nearly 823,000 current students, the Big Ten’s expansive presence spans from the East Coast to the Midwest, and even into Southern California.
Expanding on its existing portfolio in sports sponsorships, particularly in golf, Genesis aims to elevate its brand awareness in the United States, a key market exhibiting rapid growth for the luxury automaker. Big Ten Commissioner Tony Petitti expressed enthusiasm for the partnership, stating, "We are proud to expand our relationship with Genesis while highlighting a broad array of Big Ten sports and competition. We are equally excited to see the stories of our student-athletes and their families come to life as part of this collaboration."
As the Official Luxury Vehicle, Genesis will play a memorable role in the 2026 Discover Big Ten Football Championship, where a Genesis vehicle will deliver the championship trophy onto the field at Lucas Oil Stadium. The partnership will also feature activation space at the Big Ten Football Championship Fan Fest, creating avenues for fans to engage with the brand throughout the championship weekend.
Genesis is committed to broadening its visibility through various media channels, being featured extensively across broadcasts on networks like FOX, FS1, BTN, NBC, Peacock, and CBS during the men’s and women’s basketball games. Furthermore, the partnership will cover events like the inaugural 2026 Big Ten Volleyball Tournament and other select Olympic Sport Championships, which include ice hockey, softball, baseball, and wrestling.
Additionally, Genesis has enhanced its partnership with NBC Sports, becoming the pre-game presenting sponsor for the Big Ten College Countdown through the 2028 season. This sponsorship encompasses select matchups from both Big Ten and Notre Dame Football, airing live on NBC and streaming on Peacock. Moreover, Genesis debuted custom digital content produced by NBC Universal’s Rock Studios, distributed across its platforms, alongside FOX, FS1, and BTN, celebrating the support families provide to athletes throughout their journeys.
Genesis will also integrate prominently into NBC Sports’ college football coverage, securing its place through integrated branding, verbal mentions, and specially produced show segments. Social media highlights and extended game coverage will also ensure that Genesis maintains strong visibility across various digital platforms.
This multifaceted partnership was developed in collaboration with Genesis’ media agency, Canvas Worldwide, and its advertising agency, INNOCEAN USA, marking a significant step in the brand's journey as they continue to establish a unique space in the competitive automotive market.
Genesis Motor North America is focused on delivering luxury automotive experiences that adhere to the highest standards of design, safety, performance, and sustainability. Through its growing lineup of award-winning SUVs, sedans, and electric models available across North America, Genesis continues to build a robust presence with over 190 independent retailers. As it expands its outreach and consumer engagement, Genesis strives to embody the essence of its cultural heritage and commitment to customer experience, initiating a bright new chapter in the world of luxury automotive brands.
To learn more about Genesis and its evolving lineup of vehicles, visit www.genesis.com.
Topics Auto & Transportation）
【About Using Articles】
You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.
【About Links】
Links are free to use.