A potential blockbuster partnership between LIV Golf and Rolex is the hottest rumor. But some new details suggest that the deal might not be as smooth as it initially appeared. 

During a media preview week in South Florida, LIV Golf President of Business Operations Chris Heck stated, “We have an elite, if not the elite, timepiece that we are going to announce shortly. We have a number of global iconic brands that will be aligning themselves with LIV Golf, and it’s super exciting.”

And multiple sources have claimed that it might be Rolex. After all, Scott O’Neil, the CEO of LIV Golf, was also spotted meeting Rolex’s top sponsorship executives back in June 2025. But in reality, it’s a different story altogether.  

Reflecting on the deal between LIV Golf and Rolex, SBJ’s Josh Carpenter claimed, “Hearing this is more of a hospitality buy from Rolex rather than a title or OMP-type deal.”

Rolex has positioned itself within professional golf through legacy institutions, governing bodies, and tours. A hospitality agreement would allow the brand to maintain a presence at LIV Golf events without fully integrating into the league’s commercial ecosystem. And for LIV Golf, it’d carry a symbolic weight. 

What a Partnership With Rolex Means for LIV Golf

Well, Rolex has been backing golf since 1967. It has partnered with the DP World Tour for over three decades and has even sponsored the PGA Tour, Asian Tour, LPGA Tour, and Ladies European Tour.

For over half a century, Rolex has supported the Big Three — Arnold Palmer, Jack Nicklaus, and Gary Player. And the list goes on. 

Meanwhile, the Saudi-backed league has struggled to attract heritage sponsors that have long-standing ties to the sport. Aligning with Rolex can potentially soften the league’s image.

Even a scaled-down arrangement with Rolex can open doors to other sponsorships and strengthen the league’s legitimacy. 

On the other hand, LIV golfers like Jon Rahm, Dustin Johnson, and Bryson DeChambeau are already linked with Rolex. A partnership between Rolex and LIV Golf can further substantiate these players’ endorsements. 

But the details of the potential deal are yet to be revealed. Do you think LIV Golf and Rolex can enter a full-fledged partnership?

Written by

Krushna Pattnaik

Edited by

Oajaswini Prabhu