- New partnership connects Genesis to the millions watching Big Ten sports and the network of 9+ million alumni
- Partnership includes delivery of the game trophy in a Genesis vehicle at the 2026 Discover Big Ten Football Championship on FOX, activation at the TIAA Big Ten Men's and Allstate Women's Basketball Tournaments, as well as year-round event signage and fan activations.
FOUNTAIN VALLEY, Calif., Sept. 9, 2026 /PRNewswire/ -- Genesis has been named the Official Luxury Vehicle of the Big Ten Conference, its first such partnership in college athletics. While the partnership begins with football, it will expand to additional Big Ten sports throughout the year, including men's and women's basketball, as well as volleyball, baseball, softball, ice hockey, and wrestling.
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