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olex’s long-standing involvement with golf will continue after being announced as a worldwide partner of the Ryder Cup in a new deal with the PGA of America.

The Swiss luxury watchmaker will become the official timekeeper and partner of the PGA Championship major, with rights to activate around the events onsite, including broadcast and digital platforms.

Rolex now sponsors all four golf majors, after their partnerships with The Masters, the US Open, and The Open.

Speaking with SportsPro Media, Rolex chief executive, Jean-Frédéric Dufour, said the brand is looking to continue building their support for the sport.

“We are delighted to stand alongside the PGA of America in supporting its iconic flagship events,” Dufour said.

“We take the next step in deepening our support for the game even further,” he said.

Rolex now elevates themselves to worldwide partner status for the Ryder Cup, along with car manufacturer BMW and insurance firm Aon, as they now serve both Team USA and Europe as their official timekeeper.

The Ryder Cup was postponed last year in the wake of the COVID-19 pandemic.

Deputy chief executive of the European Tour and Ryder Cup director, Guy Kinnings, said Rolex’s support will allow growth for the sport.

“The invaluable support of Rolex for over a quarter of a century has helped both the Ryder Cup and the European Tour grow and prosper,” Kinnings said.

Rolex continues to strengthen its hold in sport, with deals for all four tennis Grand Slams, along with sponsoring athletes such as tennis’s Roger Federer and Formula One’s Brooks Koepka.