Exclusive dealer crossover experience connects the next generation of golf and motorsports competitions
Experience reinforces Hankook’s commitment to dealers and high-impact sports partnerships with premium hospitality and on-field activations at SoFi Center and Miami International Autodrome

Leading global tire manufacturer Hankook Tire, a Founding Partner and Official Tire Partner of TGL presented by SoFi, and the exclusive tire partner of the ABB FIA Formula E World Championship, hosted an exclusive, crossover experience for its dealers, connecting next-generation golf with world-class electric motorsport, reinforcing the brand’s premium positioning across performance-driven sports while deepening relationships with its dealer network.

The experience began at the 2026 Miami E-Prix, where Hankook hosted dealers for a premium race-weekend experience, including VIP hospitality in the EMOTION Club with elevated trackside views, curated dining, and additional live entertainment. Dealers also participated in pit lane walks and paddock access, providing close-up interaction with teams and drivers, and visited the Hankook Fan Village to engage with the iON Race road tire lineup and interactive experiences highlighting Hankook’s EV tire technology and brand philosophy.

The weekend activities shifted to TGL presented by SoFi at SoFi Center in Palm Beach Gardens, Fla., where dealers received behind-the-scenes access through a private arena tour and an on-site dinner. The evening also featured interactive, on-field golf activations, including longest drive, closest-to-the-pin, and putting contests, allowing guests to experience the venue’s one-of-a-kind technology and innovations firsthand. The following day, dealers attended the TGL match between Atlanta Drive GC and Jupiter Links Golf Club, offering a live look at top athletes competing within the league’s technology-driven format. Tiger Woods’ Jupiter Links team won their first match of the season.

“Hankook’s dealer network is at the core of our growth, and experiences like this bring our valued partners closer to the brand, our technology, and our vision for the future,” said Aaron Hong, Vice President of Marketing, Hankook Tire America Corp. “By connecting the TGL and Formula E in a single premium experience, we’re reinforcing what Hankook stands for: innovation, performance, and forward-looking mobility.”

The weekend crossover experience was attended by several Hankook Tire North America Corp. leaders and affiliates including Co-CEO Sanghoon Lee, President Rob Williams, Vice President of Marketing Aaron Hong, Vice President of U.S. Passenger Car and Light Truck Sales KC Jensen, Vice President of U.S. Truck and Bus Radial Sales Mark Roe, Department Director of Brand LAB Eugene Kim, and Director of Marketing Strategy Team Sean Kim, along with invited Hankook dealers.

Through its partnerships with TGL and Formula E, Hankook continues to invest in platforms that reflect the brand’s focus on technology, performance, and innovation, while translating that momentum into meaningful engagement and long-term value for its dealer partners.

Featured Image: From left to right: Eugene Kim, Aaron Hong, Sean Kim, Rob Williams, Sanghoon Lee, KC Jensen, and Mark Roe

Exclusive dealer crossover experience connects the next generation of golf and motorsports competitions

Experience reinforces Hankook’s commitment to dealers and high-impact sports partnerships with premium hospitality and on-field activations at SoFi Center and Miami International Autodrome

Tagged: Brand Activations

Hankook Celebrates TGL Presented by SoFi and Formula E with Dealer Crossover Experience