Story Highlight
– Rolex partners with LIV Golf for hospitality-focused collaboration.
– LIV Golf earned US$500 million in partnership revenue in 2025.
– 2026 season includes 14 events in ten countries.
– LIV Golf aims to attract top players, including champions.
– Rolex extends its commitment to golf with new partnership.
Full Story
Rolex has entered into a significant partnership with LIV Golf, further solidifying its presence within the golfing world by joining the league’s roster of high-profile sponsors. With the support of substantial financial backing, LIV Golf has attracted notable athletes through lucrative sign-on bonuses and prize money as it prepares for its 2026 season.
The Swiss luxury watch manufacturer has committed to developing an enhanced hospitality programme for its clients, which will highlight a selection of events across different countries including Australia, Singapore, and Mexico. For 2026, LIV Golf has arranged a comprehensive schedule featuring 14 tournaments in ten countries.
This new partnership enhances Rolex’s extensive association with golf, complementing its long-standing relationship with the DP World Tour, announced concurrently. Scott O’Neil, CEO of LIV Golf, emphasized the importance of this collaboration, stating, “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 around the world.”
In 2025, LIV Golf reported impressive financial growth, claiming to have generated $500 million in revenue through partnerships, bolstered by collaborations with other major brands such as Salesforce and HSBC. The recent addition of Rolex signifies a further endorsement of LIV Golf’s ambitions despite earlier criticisms regarding its aims within the sport.
Arnaud Boetsch, Rolex’s director of communication and image, noted the opportunity this partnership presents, saying, “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.”
However, the LIV circuit, funded by Saudi Arabia’s Public Investment Fund, continues to face scrutiny regarding its ethical implications and the motives behind its financial resources aimed at reshaping the global image of the Kingdom.
While LIV Golf has faced challenges in attracting top-tier talent, recent confirmations from major-winning players such as Bryson DeChambeau and Dustin Johnson point to a changing landscape. Some golfers, including Patrick Reed and Brooks Koepka, have opted to return to established tours, indicating a competitive dynamic within professional golf.
With Rolex’s long-standing commitment to the sport, as evidenced through its sponsorship of all four major tournaments and the Ryder Cup, this partnership with LIV Golf is positioned to elevate both the brand’s image and the league’s prominence in the golfing arena.
