- Partnership to include creation of elevated hospitality programme for Rolex’s guests
- LIV Golf generated US$500m in partnership revenue in 2025
LIV Golf has added another blue chip commercial partner to its sponsorship portfolio, with Rolex signing up for a hospitality-focused partnership from the 2026 season.
The watchmaker and breakwaway golf league will create an ‘elevated’ programme for Rolex’s guests in international markets. The 2026 LIV Golf season comprises 14 events across ten countries, including Australia, Hong Kong, Singapore, South Africa and Mexico.
The deal strengthens Rolex’s commitment to the golf and bolsters a LIV Golf partner roster that also includes the likes of Salesforce, HSBC and Qualcomm, all of which signed on last year. Meanwhile, brands such as Under Armour, Callaway and Ping are among those to sponsor individual teams in the circuit.
Indeed, the golf series claims to have generated US$500 million in total for league and team partnership revenue in 2025.
“Rolex is synonymous with excellence in golf, defined by precision, performance, and a truly global perspective,” said LIV Golf chief executive Scott O’Neil. “This partnership reflects a shared commitment to the game’s comprehensive ecosystem around the world, advancing golf at every level – from amateur development to the highest levels of professional competition.
“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.”
Rolex’s new partnership with LIV Golf comes in the same week the company extended its long-term collaboration with DP World Tour. The watchmaker also has partnerships with other major golf properties, including the PGA Tour, LPGA Tour, the Asian Tour, the Ladies European Tour (LET), and all four golf majors in the men’s game.
“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,” added Arnaud Boetsch, Rolex director of communication and image.
SportsPro says…
Adding Rolex is a major coup for LIV, which has transformed its commercial roster considerably since O’Neil took over as chief executive last year. Not only is the series benefiting financially, it is now adding top-tier brands which provide further legitimacy and bolsters its appeal.
Even though LIV is coming under increasing pressure to keep its stars, with Brooks Koepka departing for the PGA Tour, the circuit continues to find commercial support, particularly from those looking to expand its reach globally across different continents.
Although Rolex is a unique case given its commitment to multiple golfing properties, the fact that brands now see LIV as a standalone proposition makes the chances of a commercial merger with the PGA Tour and DP World Tour even more slim, with sponsors appearing to have accepted golf’s fragmented landscape.
Credit: https://www.sportspro.com/news/sponsorship-marketing/liv-golf-rolex-partnership-hospitality-january-2026/
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