Rolex Forges New Frontiers: Heightening Presence in International Golf with a Partnership with LIV Golf

Swiss watchmaking behemoth, Rolex, has won an agreement with LIV Golf, a Saudi-backed professional golf league. This collaboration is designed to deliver an elevated hospitality programme for guests of the Swiss watchmaker, while simultaneously expanding Rolex’s footprint into new international arenas.

LIV Golf proudly stands with heavyweight corporate partners such as HSBC and Salesforce. The news of the partnership with Rolex comes at a crucial time for LIV Golf, following the departure of key players Patrick Reed and Brooks Koepka, both of whom are seeking to return to the PGA.

Rolex, a steadfast supporter of golf for nearly sixty years, holds the esteemed position of title sponsor for numerous major tournaments of both men’s and women’s golf. It also sponsors several professional golf tours, including the PGA Tour, DP World Tour, the Asian Tour, LPGS Tour, Ladies European Tour, and Ryder Cup among others.

Notably, LIV Golf generated criticism and allegations of ‘sportswashing’ upon its launch in 2021 and 2022, as detractors perceived the league as a means for enhancing Saudi Arabia’s global image. Nonetheless, LIV managed to recalibrate its trajectory by merging with traditional tours, such as the PGA Tour and DP World Tour.

The makers of the iconic Rolex, whilst traditionally conservative in their approach, have been broadening their canvas of brand ambassadors, or ’testimonees’, to include names beyond the sports and arts arena. Hollywood stars such as Leonardo DiCaprio and Zendaya are amongst the recent additions to their roster.

Despite facing challenges amidst international trade relations, Rolex, with its significant global influence, continues to chart new territories in the realm of luxury horology and sports sponsorships.