Major automakers are ramping up sports marketing campaigns, as they seek to strengthen brand recognition and reinforce premium images by teaming up with high-profile athletes. Luxury brands are increasingly aligning themselves with major sporting events, viewing them as an effective platform to connect with consumers and elevate brand value. Lexus Korea recently extended its sponsorship contracts with Korean Professional Golfers’ Association tour players Park Sang-hyun and Ham Jeong-woo to the end of this year. The move is part of the carmaker’s broader effort to deepen its presence in the golf community and promote its brand through partnerships with top professional athletes. Genesis, Hyundai Motor Group’s luxury arm, has been aggressively expanding its golf marketing initiatives, particularly in the United States. The brand has partnered with golf legend Tiger Woods and serves as an official sponsor of the PGA Tour, underscoring its commitment to building a premium global image through the sport. German luxury carmaker BMW has also maintained a strong presence in golf marketing.