In response to the devastating wildfires that swept across California earlier this year, Genesis, in partnership with TGR Live and the PGA TOUR, has announced the launch of “California Rises,” a charitable initiative aimed at supporting relief and recovery efforts for affected communities. The campaign will be central to the 2025 Genesis Invitational, set to take place at Torrey Pines Golf Course from February 13-16.
As part of the initiative, Genesis will contribute $8 million through a combination of cash donations and 100 tournament vehicles. These vehicles, valued at $7.5 million, will be donated to nonprofit organizations, including the Salvation Army – Southern California Division, ThinkWatts Foundation, and the Los Angeles Fire Department Foundation, to support ongoing disaster recovery efforts. The donation includes Genesis’ popular GV70 and GV80 SUV models, which will assist families and individuals who lost transportation in the fires.
“Southern California is not just where we do business—it’s our home,” said José Muñoz, president and global CEO of Genesis. “Through California Rises, we are committed to standing with the communities affected by these wildfires, contributing both financial resources and practical support.”
The Genesis Invitational, traditionally held at Riviera Country Club, has been relocated to Torrey Pines for 2025. Despite the change in venue, the tournament maintains its deep roots in Los Angeles and its commitment to community impact. “The Genesis Invitational has long been a pillar in the Los Angeles community,” said Mike Antolini, tournament director. “This year, we are honored to harness the power of the event to support California Rises.”
A highlight of the tournament will be “Birdies for Good,” where each birdie and eagle made will trigger a $300 donation to California Rises. Hole-in-ones will result in a $10,000 contribution. Additionally, 100% of ticket proceeds and sales from California Rises merchandise will be directed toward wildfire relief.
The initiative will benefit organizations such as the American Red Cross, World Central Kitchen, California Fire Foundation, and the Genesis Inspiration Foundation. The latter will specifically support arts education programs in schools impacted by the fires.
First responders and wildfire survivors will be honored throughout the tournament, with special access, pro-am participation, and on-site recognition. Their stories will be showcased during live broadcasts on GOLF Channel, CBS, and PGA TOUR LIVE on ESPN+.
California artist Jonas Never designed a commemorative poster for the event, featuring the Genesis golf bear embracing the state of California—a symbol of resilience and unity.
In addition to the charitable activities, the tournament will debut “Chippin’ In,” a new PGA TOUR Studios content series hosted by Jason Kennedy and Jimmy Darts, featuring California natives Max Homa and Collin Morikawa. The series will spotlight efforts to raise funds for the California Fire Foundation.
For more information or to contribute to California Rises, visit pgatour.com/CaliforniaRises.