Rolex Secures Long-Term Future with DP World Tour in Major Partnership Extension
In a significant development for European golf, luxury watchmaker Rolex has signed a substantial long-term extension to its partnership with the DP World Tour. This agreement ensures that Rolex's association with the premier European golf circuit, which began back in 1997, will now comfortably surpass the thirty-year milestone and extend deep into the next decade.
A Partnership Built on Decades of Commitment
The new deal comes just months after DP World itself confirmed it would continue as title sponsor of the tour until at least 2035, in what was widely reported as the largest sponsorship agreement in the tour's history. Rolex's renewed commitment further solidifies the financial and branding foundation of the global golf tour.
Under the extended partnership, Rolex will maintain its prominent position as the headline sponsor for several key tournaments. This includes the prestigious Hero Dubai Desert Classic, which was recently won by LIV Golf's Patrick Reed. Furthermore, Rolex will continue its official role as the tour's timekeeper, a symbolic and practical function for the precision-focused sport.
Executive Perspectives on the Enduring Alliance
Arnaud Boetsch, Rolex's Director of Communication and Image, expressed the brand's enthusiasm for the strengthened relationship. "Rolex is delighted to strengthen its support of the DP World Tour, reinforcing our deep commitment to golf for almost 60 years, and with the Tour for close to three decades," he stated.
Boetsch added, "The Tour represents the very best of global golf, uniting leading players at iconic venues, and the Rolex Series continues to reward excellence at the highest level. We look forward to witnessing more world-class competition and defining moments on our journey together in 2026 and beyond."
DP World Tour chief Guy Kennings highlighted the integral role Rolex has played in the tour's development. "They have been championing golf since 1967 and over the past three decades Rolex have been an integral part of the DP World Tour's evolution as golf's global Tour with an unmatched international footprint," Kennings remarked. "Rolex also has impeccable standards and will continue to make our Tour better in everything that we do."
Rolex's Broader Golfing Portfolio and Tour Sponsors
Rolex's involvement in golf extends far beyond the DP World Tour, with the brand first engaging with the sport in 1967. As part of its 2026 commitments, Rolex will also serve as title sponsor for other major events including:
- The Scottish Open
- The BMW PGA Championship
- The Abu Dhabi Championship
- The DP World Tour Championship
The DP World Tour's sponsorship portfolio remains robust, featuring other high-profile partners alongside Rolex. These include automotive leader BMW, cloud computing giant Amazon Web Services (AWS), and international airline Emirates, creating a powerful consortium of global brands supporting elite golf.
This extended partnership underscores the mutual value both Rolex and the DP World Tour find in their long-standing association, promising continued excellence and international competition in the years to come.
