Key takeaway: Rolex’s golf sponsorships serve multiple purposes, including enhancing the brand’s image and prestige, expanding its global reach, and building a legacy. The company’s extensive sponsorship portfolio in golf includes partnerships with the PGA Tour, major golf tournaments, professional golfers, amateur and junior golf programs. While the exact cost of these sponsorships remains unknown, Rolex’s golf investments have proven to be valuable, making golf sponsorship an enduring appeal for the brand. As the company continues to invest in golf, there are still unanswered questions about the true cost of these sponsorships, and what the future holds for Rolex’s golf investments.