LIV Golf Lands Major Rolex Sponsorship in Commercial Coup
In a significant development for professional golf, the LIV Golf circuit has announced a prestigious new partnership with luxury watch brand Rolex, delivering a substantial boost to the tour's commercial standing just days before its fifth season commences in Riyadh.
Prestigious Backing for Challenger Circuit
The agreement represents a notable achievement for the Saudi-backed golf series, which has faced challenges in attracting mainstream commercial support since its controversial launch. Rolex, already associated with golf's most established tournaments including all four major championships, both the Ryder and Solheim Cups, and leading professional tours, has now extended its portfolio to include the LIV Golf circuit.
This partnership follows a remarkable year of commercial growth for LIV Golf, which reportedly generated approximately $500 million in sponsorship agreements during 2025 from prominent brands including HSBC, Salesforce, Porsche, and TikTok. The Rolex deal further solidifies the tour's evolving commercial credibility within the global golf ecosystem.
Shared Commitment to Golf Excellence
LIV Golf CEO Scott O'Neil welcomed the partnership, 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, advancing golf at every level – from amateur development to the highest levels of professional competition."
O'Neil further highlighted the alignment between Rolex's sporting associations and LIV Golf's international roster, noting: "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."
Strategic Evolution Under New Leadership
The Rolex partnership arrives during a period of strategic evolution for LIV Golf under O'Neil's leadership. The former theme park executive has overseen a tenfold increase in commercial revenue during his first year in charge while implementing significant format changes.
Most notably, LIV Golf has abandoned its signature 54-hole tournament format in favour of the traditional 72-hole structure used by other major tours, a move widely interpreted as an effort to secure world ranking recognition for its events and players.
Expanding Rolex's Sporting Portfolio
For Rolex, the LIV Golf agreement represents an expansion of its already extensive sporting partnerships. The Swiss watchmaker's portfolio includes all four tennis Grand Slam tournaments, the SailGP sailing series, the prestigious Le Mans 24-hour race, and leading equestrian events worldwide.
Notably, Rolex ended its long-standing partnership with Formula 1 in 2024, creating capacity for new sporting associations. The brand already counts several LIV Golf players among its ambassadors, including major champions Bryson DeChambeau, Jon Rahm, Cameron Smith, and Phil Mickelson, alongside other golfing stars like world number one Scottie Scheffler, England's Matt Fitzpatrick, and Hideki Matsuyama.
Global Expansion and Unique Experiences
Rolex communications director Arnaud Boetsch commented on the new partnership: "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."
The timing of this announcement provides LIV Golf with considerable momentum as it prepares to launch its fifth season in Saudi Arabia next week, marking another milestone in the tour's ongoing efforts to establish itself as a permanent fixture in professional golf's competitive landscape.
