Overview
- Rolex’s partnership with LIV Golf is confirmed ahead of the league’s fifth-season start in Riyadh next week.
- The activation centers on premium hospitality with enhanced guest experiences and access to players, rather than on-course branding or timekeeping per industry reporting.
- Rolex remains the official timekeeper for the PGA Tour and DP World Tour and recently extended its DP World Tour deal that includes the Rolex Series.
- Rolex already counts several LIV standouts among its ambassadors, including Bryson DeChambeau, Jon Rahm, Cameron Smith and Phil Mickelson.
- LIV points to growing commercial momentum, reporting roughly $500 million in partnerships last year and a shift to 72-hole events for world-ranking recognition, while roster questions persist with Brooks Koepka back on the PGA Tour, Patrick Reed calling himself a free agent and DeChambeau under contract through 2026.