Rolex sponsors LIV Golf as big names leave

Rolex has wrapped its tendrils further around the world of golf by signing a multi-year agreement with LIV Golf to become one of its official partners.

It already sponsors all four Majors, the PGA TOUR, and the DP World Tour (which also saw a partnership extension this week).

The announcement comes during a turbulent period for LIV, which has seen Major winners and household names like Brooks Kopeka and Patrick Reed applying to re-join the rival PGA Tour.

The partnership will focus on “elevated hospitality,” providing Rolex guests with exclusive access and premium experiences at international events, rather than the usual branding that golf fans are used to seeing plastered around courses.

Part of the appeal of the deal for Rolex is the geographical spread of the tour, which reaches out far beyond the more traditional watch markets, to places such as Mexico and South Africa.

Several Rolex testimonees already play on the LIV tour, including Jon Rahm, Bryson DeChambeau, and Phil Mickelson.