LIV Golf announces Rolex as Official Partner

LIV Golf has announced a multi-year agreement with Rolex, naming the Swiss luxury watchmaker as an Official Partner.

The collaboration will centre on a premium, hospitality-first strategy designed to activate across the league’s expanding international footprint.

The reason behind the deal lies in Rolex’s desire to scale its hospitality platform in emerging and high-growth golf markets. By aligning with LIV’s 14-event calendar, Rolex gains unique access to territories outside traditional American and British strongholds, including Australia, Hong Kong, Singapore, Mexico, and South Africa, the latter of which will host its first-ever LIV event in March 2026.

Commenting on the partnership, LIV Golf CEO, Scott O’Neil, said: “Rolex is synonymous with excellence in golf, defined by precision, performance, and a truly global perspective.”

“This partnership reflects a shared commitment to the game’s comprehensive ecosystem, advancing golf at every level—from amateur development to the highest levels of professional competition,” O’Neil said.

Noting the expansion into new territories as a key driver of this partnership, Rolex director of communication and image, Arnaud Boetsch, said: “This partnership will expand our presence to new locations across the globe for guests with unique experiences, elevated hospitality, and special moments with the sport’s best players.” 

Strategic Integration and Player Alignment

The partnership arrives just days before the 2026 season opener in Riyadh (4–7 February), which will be played under lights as part of Riyadh Season.

The deal formalises Rolex’s existing relationship with several LIV team captains and stars who are already “Rolex Testimonees,” including Jon Rahm, Bryson DeChambeau, Phil Mickelson, Joaquin Niemann, and Martin Kaymer.

Unlike traditional timekeeping-only roles, this partnership is “anchored in premium hospitality,” providing the brand with high-value “money-can’t-buy” experiences for global guests at iconic venues like Sentosa Golf Club and The Grange.

Rolex now joins a sponsorship roster that includes HSBC, Porsche, and TikTok, further cementing the league’s presence alongside its support for the Majors, PGA TOUR, and DP World Tour.

The organisation’s 2026 season will visit five continents, with the Riyadh opener featuring a festival-style atmosphere and headline concerts by Akon and Tyga.

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