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The DP World Tour and Rolex have announced a significant long-term extension of their partnership, ensuring the Swiss watchmaker continues as the official timekeeper of the tour and principal partner of the Rolex Series elite tournaments. According to the announcement made today, the agreement covers the prestigious tournament series that includes three of five global calendar events hosted in the United Arab Emirates: the DP World Tour Championship, the Hero Dubai Desert Classic, and the Abu Dhabi Championship.
Rolex, the renowned Swiss watchmaker, has served as the official timekeeper of the DP World Tour since 1997. Throughout this nearly three-decade partnership, Rolex has supported the tour’s expansion from its European origins to its current status as a global golf circuit staging tournaments across 25 different countries each season.
Rolex Series Partnership Strengthens Global Golf Presence
The Rolex Series was first launched in 2017 to commemorate the 20th anniversary of the partnership between the two organizations. These tournaments represent the highest tier of events on the DP World Tour, featuring five championships scheduled for 2026 at world-class golf courses with prize purses of no less than nine million dollars each.
The series distinguishes itself through innovation, exceptional media coverage across social media and television platforms, and premium experiences for both spectators and the world’s top players. Past Rolex Series champions include prominent names in professional golf, among them Rolex ambassadors Matt Fitzpatrick and Collin Morikawa.
UAE Hosts Multiple Elite Tournaments
The first Rolex Series event of the 2026 season, the Hero Dubai Desert Classic, concluded last Sunday at Emirates Golf Club. The tournament serves as the opening chapter of the elite series that brings world-class golf to the region and showcases the UAE’s growing prominence in international golf.
Additionally, the remaining four Rolex Series tournaments for 2026 include the Genesis Scottish Open scheduled for July 9-12 and the BMW PGA Championship set for September 17-20. The season will culminate with two finale events in the Emirates: the Abu Dhabi Championship from November 5-8 and the DP World Tour Championship from November 12-15, where the 2026 Race to Dubai champion will be crowned.
Extended Partnership Supports Talent Development
Beyond the elite professional circuit, Rolex maintains a longstanding commitment to nurturing emerging talent in golf. According to the partnership agreement, the Swiss watchmaker will also continue serving as the official timekeeper for the Challenge Tour, the developmental circuit that serves as a pathway for aspiring professionals to reach the DP World Tour.
Meanwhile, the partnership extension reflects both organizations’ shared values of excellence, precision, and innovation in their respective fields. The collaboration has evolved alongside the tour’s growth, with Rolex supporting the expansion that has transformed the circuit into a truly global platform for professional golf.
In contrast to shorter-term sponsorship arrangements common in professional sports, this long-term commitment underscores Rolex’s strategic investment in golf as a core component of its global sports marketing strategy. The watchmaker’s association with elite golf tournaments aligns with its broader portfolio of partnerships across tennis, yachting, and motorsports.
However, specific financial terms of the extended partnership agreement were not disclosed by either party. The duration of the extension beyond the current arrangement also remains confidential, though both organizations emphasized the long-term nature of their renewed commitment.
The continuation of this partnership ensures stability for the Rolex Series events through at least the 2026 season and likely beyond. Tournament organizers and tour officials have not yet announced details regarding potential expansion of the series or changes to the tournament schedule in subsequent years.
