FOUNTAIN VALLEY, CALIF. — Genesis is driving deeper into college sports after being named the official luxury vehicle of the Big Ten Conference, placing the automaker alongside Iowa Hawkeye athletics and some of the nation’s most-watched college competitions.
The agreement is Genesis Motor America’s first conference-wide partnership in college athletics. It begins with Big Ten football and will expand across men’s and women’s basketball, volleyball, baseball, softball, ice hockey and wrestling.
Genesis targets millions of Big Ten fans
The partnership gives Genesis access to a sprawling Big Ten audience that includes approximately 9.4 million alumni and nearly 823,000 current students. The 18-school conference stretches from the East Coast through the Midwest and into Southern California.
Iowa is among the Big Ten institutions covered by the agreement, giving Genesis exposure around broadcasts and events involving the Hawkeyes.
Genesis Chief Marketing Officer Amy Marentic said the partnership gives the company an opportunity to connect with one of college sports’ largest and most passionate audiences.
“The Big Ten Conference embodies many of the values that define our brand, including a relentless commitment to excellence,” Marentic said.
The deal arrives as interest in Big Ten sports remains strong across Iowa. The Iowa Hawkeye football team opened its 2026 season with a 40-0 victory over Northern Illinois, while Hawkeye volleyball and other programs have drawn increasing attention.
Big Ten football championship will feature Genesis
Genesis will have a prominent role during the 2026 Discover Big Ten Football Championship on FOX. A Genesis vehicle will deliver the conference championship trophy onto the field at Lucas Oil Stadium in Indianapolis.
The company will also operate an activation space at the Big Ten Football Championship Fan Fest, allowing fans to interact directly with the Genesis brand during championship weekend.
Genesis branding and promotions will appear throughout the year at other conference events, including the TIAA Big Ten Men’s Basketball Tournament and Allstate Big Ten Women’s Basketball Tournament.
Partnership stretches into volleyball and Olympic sports
The sponsorship is not limited to football and basketball.
Genesis has already appeared in Big Ten programming through branding and broadcast mentions surrounding the Allstate Big Ten/SEC Volleyball Challenge. Iowa competed in that event, where the Hawkeye volleyball team battled Alabama in a four-set match.
The automaker will also receive exposure during the inaugural 2026 Big Ten Volleyball Tournament and selected conference championships in baseball, softball, ice hockey and wrestling.
Big Ten Commissioner Tony Petitti said the partnership will highlight a broad range of conference sports while providing opportunities to tell the stories of athletes and their families.
Genesis advertisements coming to major networks
Fans can expect to see Genesis across Big Ten coverage carried by FOX, FS1, Big Ten Network, NBC, Peacock and CBS.
The automaker has also extended its existing agreement with NBC Sports to remain the presenting sponsor of the “Big Ten College Countdown” pregame show through the 2028 season. That sponsorship covers selected Big Ten and Notre Dame football games shown on NBC and Peacock.
Genesis will receive integrated branding, broadcast mentions, customized program openings and closings, livestream placements and exposure through college football highlights distributed on social media and YouTube.
The company also released custom video content featuring the Genesis GV80 and highlighting the dedication and support families provide throughout an athlete’s journey.
The Big Ten partnership expands a sports-marketing portfolio that has previously centered heavily on professional golf. Genesis said the move into college athletics is intended to increase its visibility in the United States, one of the luxury automaker’s fastest-growing markets.
Suggested meta description: Genesis has been named the official luxury vehicle of the Big Ten Conference under a sweeping partnership covering football, basketball, volleyball and other sports.