From course to screen, Genesis serves as the official U.S. auto partner for Netflix’s The Hawk, streaming on July 16 only on Netflix and starring Will Ferrell as Lonnie Hawkins, who is making his journey back to the PGA tour. As part of the partnership, Genesis vehicles are featured in the series and custom pieces of content highlight the 2027 Genesis GV80, a vehicle that welcomes Lonnie Hawkin’s son, Lance, played by Jimmy Tatro, to “Serenity On Wheels.”
“At Genesis, our passion for golf runs deep—it’s a game that reflects many of the values we hold as a brand, including precision and the relentless pursuit of excellence,” Amy Marentic, chief marketing officer of Genesis Motor America commented “Through our sponsorship of world-class tournaments like the Genesis Invitational and Presidents Cup, we connect with fans in a meaningful way by celebrating a shared love for the game. Our partnership with The Hawk represents a further opportunity to connect with fans and grow brand awareness while building lasting emotional connections with golf audiences around the world.”
Building on its established presence in the golf community, including title sponsor of The Genesis Invitational and official automotive and mobility partner of the PGA TOUR, the brand’s inclusion in The Hawk reflects a consistent connection to the sport and the type of deeper brand integrations it continues to build. Episode 6 features a dedicated storyline centered on The Genesis Invitational tournament with scenes that include branded set elements and tournament signage, along with verbal mentions during the broadcast. Genesis vehicles are also integrated throughout the episode, appearing on display across key tournament moments.
“My character in The Hawk, Lance, is sponsored by Genesis, and I genuinely love the GV80,” Jimmy Tatro commented “So, the whole partnership felt very natural, almost like an extension of the show.”
“Working with Genesis to unlock a new creative point of view for the brand was a really fun project to partner on. We even got Will Ferrell and his team involved in the creative process,” Magno Herran, Vice President of Global Brand and Partner Marketing, Netflix commented”At the end of the day, I love seeing a brand push beyond its usual comfort levels to play in the world of entertainment, and Genesis saw value in partnering with Netflix to attract new brand fans.”
Genesis’ involvement in The Hawk underscores a shift toward holistic marketing that blends entertainment, sport and culture through layered content and strategic integrations, creating more immersive brand experiences that extend beyond the screen and into ongoing cultural engagement.