Genesis Becomes Official Luxury Vehicle of the Big Ten Conference

Fountain Valley, Calif. – Genesis is taking its U.S. sports strategy to the next level after being named the Official Luxury Vehicle of the Big Ten Conference, marking the brand’s first partnership in college athletics.

The multi-sport partnership will initially focus on football before expanding to men’s and women’s basketball, volleyball, baseball, softball, ice hockey and wrestling. It will give Genesis access to millions of Big Ten fans and a network of more than 9.4 million alumni across the United States.

One of the partnership’s headline moments will come at the 2026 Discover Big Ten Football Championship, where Genesis will deliver the championship trophy onto the field at Lucas Oil Stadium in a Genesis vehicle. The automaker will also have a dedicated presence at the championship Fan Fest.

Nissan Magnite

“Partnering with the Big Ten represents an important opportunity to engage with one of the nation’s largest and most passionate sports audiences,” said Amy Marentic, Chief Marketing Officer of Genesis Motor America. “It will help us deepen our connection with consumers and continue growing awareness and consideration for Genesis in the U.S.”

The partnership expands Genesis’ growing sports portfolio, which already includes major golf sponsorships. The luxury brand will also receive exposure across FOX, FS1, BTN, NBC, Peacock and CBS during selected Big Ten events and championship coverage.

Genesis is further extending its relationship with NBC Sports as the pre-game presenting sponsor of Big Ten College Countdown through the 2028 season. The brand will also appear in custom digital content featuring the Genesis GV80, highlighting the dedication of families supporting young athletes throughout their sporting journeys.

With its latest move into college sports, Genesis is looking to combine its luxury image with one of the biggest and most engaged sports audiences in the United States.