GENESIS RETURNS AS PRESENTING SPONSOR OF NBC SPORTS' BIG TEN COLLEGE COUNTDOWN

[Sal Collaziano]

• Brand returns for a third consecutive year in partnership with NBC Sports as pre-game presenting sponsor for Big Ten College Countdown, connecting with millions of fans throughout the college football season

• Sponsorship will highlight the award-winning GV80 Coupe in custom pre-game show opening and outro

FOUNTAIN VALLEY, Calif., Aug. 20, 2025 – Genesis today announced its renewed partnership with NBC Sports as the pre-game presenting sponsor of the network’s College Countdown show for the third consecutive year. The sponsorship will span the full college football season for select matchups from Big Ten Football and Notre Dame Football, airing live on NBC and streaming on Peacock. The first game of the season streams on Friday, Aug. 29 at 7:30 pm ET when Western Illinois hosts the University of Illinois Fighting Illini, live on Peacock.

“College football fans bring unmatched energy and passion to every game, mirroring the same spirit that defines Genesis,” said Amy Marentic, chief marketing officer of Genesis Motor America. “This continued partnership with NBC Sports celebrates our shared values for exceptional performance and deepens Genesis’ connection with fans who value innovation, design, and the excitement of the season—on and off the field.”

“Genesis’s ongoing commitment to performance and passion for innovation make them an ideal partner for our Big Ten College Countdown” said Peter Lazarus, Executive Vice President NBC Sports, Sports & Olympics, Advertising and Partnerships. “By collaborating closely with partners like Genesis, we’re able to integrate brands authentically into our incredible sports programming while connecting them with the highly engaged fans of college football.”

The brand’s partnership with NBC Sports is part of Genesis’ broader strategy to connect with college alumni and passionate fans deeply engaged with their favorite teams. Building on Genesis’ global sports portfolio of prominent golf sponsorships, alignment with college football is aimed at elevating the brand’s awareness in the United States, one of the brand’s fastest-growing markets. This strategic partnership has enabled the brand to foster meaningful connections with consumers who prioritize performance, innovation, and sophisticated design.

As part of the sponsorship, Genesis will be featured prominently throughout NBC Sports’ college football coverage through branding and verbal mentions. This includes a custom show open and an all-new outro with the award-winning Genesis GV80 Coupe. Genesis branding will also appear in select Big Ten and Notre Dame games, across livestreams, and in pre-game shows. Additionally, the brand will be showcased in college football social media highlights and extended highlights on YouTube, ensuring strong visibility across platforms.

Genesis’ media agency, Canvas Worldwide, negotiated this comprehensive partnership featuring a strong mix of on-air presence and enhancements. INNOCEAN USA, Genesis’ agency of record, facilitated the development and execution of the creative assets supporting the sponsorship.