Rolex has struck a partnership deal with LIV Golf, the Saudi-backed professional league, to provide exclusive hospitality experiences and expand into new markets. The agreement comes amid key players like Patrick Reed and Brooks Koepka leaving LIV to return to the PGA Tour. This move aligns with Rolex's long history in golf sponsorships while navigating the league's controversial background.
Rolex, the Swiss watchmaker with nearly six decades of involvement in golf, has announced a partnership with LIV Golf focused on delivering an exclusive hospitality program for its guests. The deal aims to grow Rolex's presence in international territories through unique experiences and interactions with top players, according to a statement from LIV Golf.
LIV Golf CEO Scott O'Neil highlighted the alignment: "Rolex's long-standing association with the world's premier athletes and sports events – across golf, tennis, motor sport and beyond – aligns with LIV Golf's international roster of talent."
Arnaud Boetsch, Rolex Director of Communication and Image, added: "This partnership with LIV Golf will expand our presence to new locations across the globe for guests with unique experiences, elevated hospitality, and special moments with some of the sport's best players."
The partnership emerges at a pivotal time for LIV Golf, launched in late 2021 and early 2022 with lucrative offers to top talent but criticized for "sportswashing" Saudi Arabia's image amid human rights concerns. Following a merger agreement in June 2023 with the PGA Tour and DP World Tour, the league now counts HSBC and Salesforce among its corporate partners.
Notably, former Masters champion Patrick Reed announced on social media that he is leaving LIV Golf after winning a DP World Tour event in Dubai, planning a return to the PGA Tour later this fall under the league's established regulations. This follows Brooks Koepka's departure, with PGA Tour players like Keegan Bradley welcoming the moves: "You bring back another incredible personality to the PGA Tour. A major champion, a world class player, it’s amazing."
J.J. Spaun noted the strengthening of the PGA Tour, while Harris English suggested the "dominoes are starting to fall" as players seek competition in major events. Financial terms of the Rolex deal were not disclosed, and no further comments were available from either party.
Rolex, which sponsors the four men's majors, five women's majors, PGA Tour, and other events, produces about 1 million watches annually with revenues over $10 billion.
