Swiss watchmaker Rolex has renewed its long-running sponsorship of the United States Golf Association.
The length of the new long-term deal was not disclosed. The two parties first teamed up in 1980.
As part of the agreement, Rolex will be the exclusive presenting partner of broadcast coverage for eight USGA tournaments on Fox Sports and FS1, including the US Women’s Open, US Senior Open and the US Amateur.
The initiative will ensure an uninterrupted broadcast of these events. Rolex-sponsored content will include features and video vignettes highlighting signature moments, champions and venues from USGA events.
During this year’s US Open on Fox Sports, Rolex will present the final hour of coverage in its uninterrupted format. Rolex will also support a new digital innovation that will launch next month on usopen.com. The initiative will honour the history and legends of golf and further the celebration of US Open champions.
In addition, Rolex will retain its position as lead partner for Rules of Golf content.
“The winner in this partnership, ultimately, is the fan,” Mike Davis, chief executive/executive director of the USGA, said. “Uninterrupted live golf coverage across eight of our championships is unprecedented. We are excited for the viewer to see the creativity of Fox Sports and be inspired by the stories that unfold across our championships.”
Bruce Lefkowitz, executive vice-president of ad sales at Fox Networks Group, added: “These uninterrupted broadcasts give us the opportunity to innovate and differentiate our telecast, while capitalising on the unique nature of the USGA championships to provide viewers with more live action and new perspectives on the golfers and championships.”