Rolex has strengthened its presence in Australian golf, signing a new five-year partnership with Golf Australia that covers both the men’s and women’s Australian Opens. The Swiss watchmaker has also broadened its Premier Partnership with the PGA of Australia, now incorporating the Australian WPGA Championship.
The deal secures Rolex’s role across all four of Australia’s major tournaments: the BMW Australian PGA Championship, the men’s and women’s Australian Opens, and the WPGA Championship.
Rolex will continue as Official Timekeeper of the BMW Australian PGA Championship, while maintaining its status as a major partner of the Challenger PGA Tour of Australasia and the WPGA Tour of Australasia.
Commenting how the partnership aligns with the brand’s long-standing association with golf’s traditions and values, Rolex Australia General Manager, Benoit Falletti, said: “Golf embodies values Rolex holds dear – respect for tradition, precision, perseverance, and sporting excellence. We are honoured to continue this journey with Golf Australia, the PGA of Australia, and the WPGA.”
For Golf Australia, the agreement ensures additional commercial certainty at a time when the governing body has been focused on growing participation and raising the profile of the national championships.
CEO James Sutherland said: “Rolex has been synonymous with excellence, tradition, and innovation in golf for decades.”
” We are proud to welcome Rolex as a partner of Golf Australia, and know that their generous commitment will further elevate Australia’s major men’s and women’s tournaments and aid us in our endeavours to inspire more Australians to play more golf,” Sutherland said.
From the PGA’s perspective, Rolex’s expanded backing represents a broader endorsement of the Australasian tour ecosystem.
Expressing his enthusiasm, PGA of Australia CEO, Gavin Kirkman, added: “We’re delighted that Rolex’s partnership with Australian golf now encompasses all four of our major events.”
“Rolex is a tremendous supporter of our game worldwide and it’s exciting for all of us that their commitment to golf in our region continues to grow,” Kirkman noted.
The renewed partnership places Rolex’s branding prominently across the sport, including at key televised moments such as the first tee at the BMW Australian PGA Championship (27–30 November) and the men’s Australian Open (4–7 December). For Golf Australia and the PGA of Australia, the multi-year arrangement secures one of the world’s most recognisable brands across their marquee events, offering stability in a competitive sponsorship market.
The announcement positions Rolex alongside other global golf assets it supports, including The Open, the Masters Tournament and the Ryder Cup, and reflects the sport’s continued reliance on blue-chip international sponsors to underpin tournament delivery and commercial growth.
Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.
