Rolex Stays With PGA Tour As Sponsorship Revenue Climbs Past $1 Billion

Rolex Stays With PGA Tour As Sponsorship Revenue Climbs Past $1 Billion© Instagram

Rolex and the PGA Tour are not done yet. The two sides announced Wednesday a multi-year renewal of their Official Marketing Partnership, an extension that will push the relationship to 25 years. Rolex keeps its exclusive Official Timekeeper role across the PGA Tour, PGA Tour Champions, Korn Ferry Tour, and PGA Tour Americas. The deal was announced November 11, and it means Rolex continues to appear at every major Tour moment through on-site, broadcast, social, and digital placements. Chief commercial officer Dhruv Prasad said the two organizations have been partners for “nearly three decades,” a figure that traces back to Rolex's broader golf investment rather than just the formal marketing agreement, which dates to 2005.

What the Partnership Actually Covers

The Official Timekeeper designation is not purely ceremonial. It places Rolex branding at the most visible points of a PGA Tour event, from the leaderboard to the broadcast clock, and runs alongside its Testimonee program, which currently includes Tiger Woods, Scottie Scheffler, and rising star Jackson Koivun. Those are not random names. Woods and Scheffler represent the past and present of the sport's commercial ceiling, and Koivun represents the next generation the Tour is aggressively courting sponsors to invest in. Rolex's involvement across all four circuits also gives it reach that most golf sponsors cannot match, covering the full pipeline from developmental tour to the main stage.

The Broader Commercial Picture at the PGA Tour

The renewal lands while the Tour is rebuilding its entire commercial model under CEO Brian Rolapp. The Tour is nearing a high eight-figure annual deal with Visa to replace Mastercard as official payment partner starting in 2027, with title sponsorship of the rebuilt Tour Championship from 2028 attached. FedEx's umbrella deal expires after 2027. Championship Series events are being structured around minimum purses of $20 million, requiring sponsor commitments at a scale the Tour has not previously demanded. Rolex locking in another multi-year term provides stability inside a sponsorship landscape that is otherwise in transition. It is a 25-year partnership that now extends further, in a sport that is spending more money than it ever has.