Rolex Signs With Controversial LIV Golf Tour
Rolex has formed a partnership with the controversial LIV Golf tour, which has attracted attention for its substantial sign-on fees and prize money funded by Saudi Arabia’s Public Investment Fund. This collaboration aims to provide an exclusive hospitality program for Rolex guests, enhancing the experience at LIV Golf events. Despite previously struggling to draw prominent golfers, the tour is now seeing participation from major champions such as Bryson DeChambeau and Dustin Johnson, even as some players, like Patrick Reed and Brooks Koepka, return to the traditional PGA tour. The partnership marks a significant moment for Rolex, a key player in the golf world, as it continues to sponsor all four major tournaments and the Ryder Cup. LIV Golf's CEO Scott O’Neil emphasized Rolex's reputation for excellence in the sport, highlighting the brand's commitment to precision and performance on a global scale. This collaboration not only enhances LIV Golf’s credibility but also reinforces Rolex's long-standing association with high-profile athletes in the sport.
