The deal will allow Rolex to engage in new markets outside the traditional heartlands of the US and UK. (LIV Golf)
Luxury Swiss watch brand Rolex has doubled down on its golf presence with a new commercial agreement with LIV Golf, the team-based golfing tour backed by Saudi Arabia.
Rolex becomes an official partner of LIV Golf, with the partnership focused on delivering an exclusive hospitality program for the brand’s guests during the 2026 season, which will feature 14 events across 10 countries and five continents.
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Rolex said the agreement will allow engagement in new markets outside the traditional heartlands of the US and UK, including LIV Golf’s stops in Australia, Hong Kong, Singapore, South Africa, and Mexico.
Arnaud Boetsch, Rolex director of communication and image, said: “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 deal adds to Rolex’s growing golf portfolio, which includes partnerships with all major championships in the men’s and women’s tours, the PGA Tour, the DP World Tour, the Asian Tour, the LPGA Tour, and the Ladies European Tour. It also has major agreements spanning tennis, motor sport, sailing, and equestrianism.
The new deal comes amid reports that LIV Golf is looking to sell minority stakes in its teams for the first time, targeting valuations of up to $300 million.
Citing people familiar with the situation, news outlet Bloomberg said the league is looking to sell stakes to new investors in two teams later this year and has hired financial services company Citigroup to run the sales process.
Earlier this month, LIV Golf executives stated the league’s goal is for its 13 franchises to be worth $1 billion each. LIV Golf is mostly owned by Saudi Arabia’s Public Investment Fund, with team captains retaining a 25% stake in their respective teams.
At a preseason event, Katie O’Reilly, LIV Golf’s executive vice president of business operations, said: “Right now we are focused on things like driving sponsorship revenue – additionally, we are building new businesses under the teams, and we are leveraging and using our NIL rights.”
Along with newly added Rolex, LIV Golf’s sponsorship portfolio includes major companies such as Saudi Arabian Oil, HSBC, MGM Resorts International, and Salesforce, with chief executive Scott O’Neil last year stating he expects the entire portfolio to produce over $500 million in revenue.
In terms of media rights, LIV secured a trio of new broadcast deals in key European markets last week, including TNT Sports in the UK and Ireland, Sky Deutschland in Germany, Austria, and Switzerland (DACH), and streaming platform Viaplay in the Nordics.
After a controversial entry into the golf picture four years ago, LIV Golf has finally built out a portfolio of major broadcasters for its events. Last year, it struck its most significant rights deal, a multi-year agreement in the US with Fox Sports.
The series also has deals with Coupang Play in South Korea and Movistar Plus+ in Spain, as well as an agreement with international sports streaming DAZN.
The 2026 LIV Golf season begins in Riyadh, Saudi Arabia, from February 4 to 7.
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