LIV Golf lands bombshell signing that will shock PGA Tour ahead of 2026 season

LIV Golf has today announced a new official partnership with Rolex in a move that will raise eyebrows across the professional game, given the Swiss watchmaker’s long-standing and high-profile relationship with the majors and worldwide Tours. 

Under the agreement, Rolex will become an Official Partner of the LIV Golf League, with the partnership centred on delivering a premium hospitality programme for the brand’s invited guests at events around the world. 

The collaboration will focus on elevated experiences and access to players across LIV Golf’s expanding international calendar.

LIV Golf CEO Scott O’Neil described the partnership as a natural alignment between two global brands.

“Rolex is synonymous with excellence in golf, defined by precision, performance and a truly global perspective,” O’Neil said. 

“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.”

Rolex Director of Communication and Image Arnaud Boetsch highlighted the opportunity to reach new audiences through LIV Golf’s global footprint.

“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,” Boetsch said. 

“This partnership with LIV Golf will expand our presence to new locations across the globe, offering guests unique experiences, elevated hospitality and special moments with some of the sport’s best players.”

Rolex’s involvement will be anchored in premium hospitality at LIV Golf events, particularly in emerging and non-traditional golf markets. The league’s schedule provides access to territories beyond the sport’s traditional strongholds, with events in Australia, Hong Kong, Singapore, South Africa and Mexico.

The 2026 LIV Golf season is set to feature 14 events across 10 countries and five continents, beginning with the season opener in Riyadh, Saudi Arabia from 4-7 February. The schedule will also include LIV Golf’s first-ever event in South Africa, scheduled for March 19–22.

Several Rolex Testimonees already feature prominently on LIV Golf’s roster, including team captains Bryson DeChambeau, Martin Kaymer, Phil Mickelson, Joaquin Niemann and Jon Rahm. They are joined by fellow Rolex ambassadors Thomas Detry, Anirban Lahiri, Carlos Ortiz and Victor Perez.

The partnership adds LIV Golf to Rolex’s extensive global sports portfolio, which already includes partnerships with all four major championships in men’s and women’s golf, the PGA Tour, DP World Tour, Asian Tour, LPGA Tour and Ladies European Tour. 

While the announcement does not signal any change to those relationships, Rolex’s alignment with LIV Golf marks another significant step in the league’s push for mainstream commercial credibility.