LIV Golf has confirmed a new partnership with the Swiss luxury watchmaker, Rolex, with the brand set to become an official partner of the LIV Golf League from the 2026 season.
The agreement marks one of the most significant commercial deals in the league’s history and brings one of global sport’s most established and prestigious brands into LIV Golf’s expanding partnership ecosystem.
Under the terms of the partnership, Rolex’s involvement will centre on premium hospitality and curated guest experiences at selected LIV Golf events worldwide. The collaboration will not include traditional on-course branding or broadcast-facing assets, instead focusing on exclusive access, elevated environments, and bespoke engagements for Rolex clients across LIV Golf’s international calendar.
LIV Golf CEO Scott O’Neil said, “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, 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.”
Arnaud Boetsch, Rolex Director of Communication and Image, added, “For nearly six decades, Rolex has been deeply engaged with the world of golf, supporting the game’s most established events, leading players, governing bodies, and grassroots programmes. 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.”
LIV Golf’s 2026 season is scheduled to feature 14 tournaments across 10 countries and five continents, with events spanning the Middle East, Asia-Pacific, Europe, Africa and the Americas. Rolex’s hospitality activations will be integrated at select tournaments as part of the league’s wider strategy to enhance its premium offering for fans, partners and stakeholders.
Rolex remains one of the most influential commercial partners in professional golf, with longstanding relationships across the men’s and women’s game. Its portfolio includes partnerships with all four major championships, the PGA TOUR, DP World Tour, Australian Golf, LPGA Tour and the Ladies European Tour. The hospitality-led structure of the LIV Golf agreement allows Rolex to engage with the league’s growing global footprint while maintaining a selective and experience-driven commercial approach.
The partnership is widely viewed as a strong commercial signal for LIV Golf as it continues to attract blue-chip global brands and reinforce its long-term positioning within the international sports sponsorship market.
Beyond golf, Rolex maintains a broad global sports portfolio, supporting organisations and events across tennis, sailing and motor sport, including the ATP Tour, WTA Tour, SailGP and World Sailing. Across its partnerships, the Swiss watchmaker continues to celebrate human endeavour, achievement and the pursuit of excellence.
