Genesis has signed on as the official U.S. auto partner for Netflix’s The Hawk, the golf comedy starring Will Ferrell as Lonnie Hawkins, a golfer working his way back onto the PGA Tour. The series premieres July 16, exclusively on Netflix.
As part of the deal, Genesis vehicles appear throughout the show, alongside custom content built around the 2027 Genesis GV80 — the car that welcomes Lonnie’s son, Lance, played by Jimmy Tatro, into what the campaign calls “Serenity On Wheels.”
Amy Marentic, chief marketing officer of Genesis Motor America, said golf reflects values the brand holds dear, including precision and a relentless pursuit of excellence.
She pointed to Genesis’ existing sponsorships of tournaments like the Genesis Invitational and Presidents Cup as ways the brand already connects with golf fans, and framed The Hawk as another avenue for building awareness and emotional ties with that audience.
An Extension of Genesis’ Existing Golf Ties
The Hawk partnership builds on ground Genesis has already staked out in golf, including its role as title sponsor of the Genesis Invitational and official automotive and mobility partner of the PGA Tour.
Rather than a one-off tie-in, the show’s inclusion of Genesis fits a pattern of deeper brand integrations the company has been developing across the sport.
That connection shows up most directly in Episode 6, which centers a storyline around the Genesis Invitational itself — complete with branded set pieces, tournament signage, and verbal mentions woven into the broadcast, plus Genesis vehicles appearing on display throughout key tournament moments.
Cast and Netflix Weigh In
Jimmy Tatro, who plays Lance in the series, said the tie-in felt natural given his character is sponsored by Genesis in the show and he’s a genuine fan of the GV80 — calling the partnership almost like a natural extension of the story itself.
Magno Herran, Vice President of Global Brand and Partner Marketing at Netflix, said the project was a fun opportunity to help Genesis explore a new creative angle, noting that Will Ferrell and his team were directly involved in shaping the creative direction. He said he appreciates seeing a brand step outside its usual comfort zone into entertainment, adding that Genesis saw real value in partnering with Netflix to reach new audiences.
Part of a Broader Marketing Shift
The Hawk partnership reflects a broader move by Genesis toward marketing that blends entertainment, sport and culture through layered content and strategic tie-ins — an approach aimed at building brand experiences that extend past the screen and into ongoing cultural relevance.