Agreement means Swiss luxury watchmaker now sponsors all four golf majors.
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- Rolex becomes official timekeeper of men’s, women’s and senior PGA Championship
- Swiss watchmaker joins BMW and Aon as worldwide partner of Ryder Cup
- Company’s involvement in golf dates back to 1967
Golf’s PGA of America has unveiled a wide-ranging partnership with Rolex, which through the deal has become a worldwide partner of the Ryder Cup.
The agreement designates the Swiss luxury watch manufacturer as the official timekeeper and official partner of the sanctioning body, along with the men’s, women’s and senior iterations of the PGA Championship major. Rolex will have the right to activate around the events onsite, as well as across broadcast and digital platforms.
Already the official timekeeper of Team Europe, Rolex will now serve the same role for Team USA, meaning it is elevated to worldwide partner status for the biennial golf match alongside carmaker BMW and insurance giant Aon.
As part of the agreement, Rolex will be the presenting partner of the Ryder Cup points standings, which monitors the progress of players competing to qualify for the US and European teams.
Guy Kinnings, deputy chief executive of the European Tour and Ryder Cup director, described the signing of the deal as “a truly momentous day” for the Ryder Cup and the sport.
“The invaluable support of Rolex for over a quarter of a century has helped both the Ryder Cup and the European Tour grow and prosper,” he added. “With their new alignment and agreement with our friends at the PGA of America, I am incredibly excited at what the future holds for an event which is already recognised as one of the greatest in all of sport.”
The deal also means that Rolex, whose involvement in golf dates back to 1967, is now a sponsor of all four men’s majors, with partnerships already in place for The Masters, the US Open and The Open.
Jean-Frédéric Dufour, Rolex chief executive, added: “We are delighted to stand alongside the PGA of America in supporting its iconic flagship events, and through this landmark partnership, we take the next step in deepening our support for the game even further.”
The agreement broadens Rolex’s already expansive presence in sport, which includes sponsorship deals with all four tennis Grand Slams, as well as with the Formula One global motorsport series and athletes like Roger Federer and Brooks Koepka.
February 09, 2021 at 06:37PM
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PGA of America deal sees Rolex become Ryder Cup worldwide partner - SportsPro Media
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