"Most powerful brand in golf:" PGA of America CEO reveals why this company dominates the sport

In professional golf, very few brands have cemented their presence quite like Rolex . The luxury Swiss watchmaker has built a reputation that stretches far beyond timekeeping. They have embedded themselves into golf’s culture, history, and future. For over six decades, Rolex has stood beside the sport in every corner of the globe, backing players and tournaments. As PGA of America CEO Derek Sprague put it, “They’re the most powerful brand in golf. They’ve been supporting golf for 60 years. You can’t turn on any golf around the world without seeing the Rolex brand.”
Rolex's legacy rooted in excellenceIn 1927, Mercedes Gleitze famously swam across the English Channel with a Rolex Oyster strapped to her wrist. That moment demonstrated craftsmanship. It established Rolex as a brand synonymous with human achievement. By the 1960s, the company extended that philosophy into golf which has only grown stronger over time.

https://www.instagram.com/reel/DPD6zRXiSYl/?igsh=bzRhZnM3Mmg1ZmZw https://www.instagram.com/reel/DPD6zRXiSYl/?igsh=bzRhZnM3Mmg1ZmZw

The turning point came in 1967, when Rolex partnered with the legendary Arnold Palmer. Soon after, Jack Nicklaus and Gary Player joined the fold. They were famously known as the “Big Three” of golf ambassadors. This early investment became the foundation for Rolex’s dominance. As the sport expanded across continents, Rolex placed its name at the heart of its most iconic stages. From The Masters and the U.S. Open to The Open Championship and the PGA Championship, the brand’s green crown is an ever-present symbol.
Beyond sponsorship: Building golf’s futureRolex’s influence in golf extends well past the men’s game. It is one of the rare global brands to invest equally in women’s golf, backing all five women’s major championships, the Solheim Cup, and the Rolex Women’s Golf Rankings. “I feel like the way that they grow sports, but the women’s game in particular, is amazing,” said 2026 Solheim Cup European Team captain Anna Nordqvist.

The company’s reach also includes junior and amateur golf, supporting the American Junior Golf Association and helping shape the next generation of talent. With top professionals like Rory McIlroy, Scottie Scheffler, Lydia Ko, Tiger Woods, and Annika Sörenstam as Rolex Testimonees, the brand connects past legends with present stars and future icons.

Also Read: Who holds the record for most PGA Tour wins in a single season? Full breakdown revealed

Even at the Ryder Cup, where emotions run highest, Rolex’s presence is unmistakable. European Team captain Luke Donald, a Rolex Testimonee since 2006, carried the brand’s legacy into victory in 2025, while U.S. captain Keegan Bradley signed in 2024, called his sponsorship with Rolex “as prestigious of an honor you can have as a golfer and really as an athlete or anything.” In many ways, the sport and the brand have grown side by side, each strengthening the other. That’s why, as Derek Sprague noted, Rolex is not just a sponsor but “the most powerful brand in golf.”