GBR Friday | From The Open to LIV: How Rolex Built Golf’s Most Enduring Sponsorship Network
Connecting the dots across golf’s business, media, and professional landscape
Hello GBR community,
It’s fair to say that January hasn’t been a disappointment.
From an equipment perspective, we’ve seen the big guns rolling out their latest offerings to much fanfare, we’ve just come off the biggest PGA Show yet, and new announcements/partnerships are coming thick and fast.
This last week has been no exception in the world of golf.
Patrick Reed officially left LIV Golf and will return to PGA Tour duty, potentially later in the year. In the interim, Reed will tee it up on the DP World Tour and has already made a strong start to his post-LIV life by winning the Hero Desert Classic last week at the Emirates Golf Club.
Will Reed’s loss be damaging to LIV Golf? Initially, the answer looks like no. Bryson DeChambeau, Jon Rahm, and Cameron Smith are all staying, and this week, a new sponsorship deal was announced with Rolex.
Rolex and golf have a long history together, and we’ll explore that in more detail later.
Elsewhere, attention could be turning to the courtroom as TaylorMade files a lawsuit against Callaway for misleading claims about the paint quality of the former’s TP5 and TP5 X golf balls, affecting the golf ball’s performance.
We’ll round up the winners at 59club USA’s Service Excellence awards that took place last week in Orlando.
An interesting study held in the UK highlights that golf course condition is a key indicator for membership renewals, how far ahead is course condition ahead of other important factors is outlined below.
In a busy newsletter, we’ll also take a closer look at Ping’s latest driver, the G440 K.
Enjoy today’s newsletter and your weekend.
UK GOLFERS SAY COURSE QUALITY DECIDES MEMBERSHIP RENEWALS
According to a new Carr Golf Maintenance survey of UK golf club members, 90 per cent say that the year-round quality of the golf course will influence whether they renew their membership, far outweighing other factors such as value for money (39 per cent), tee time availability (39 per cent), and price (22 per cent).
Satisfaction vs expectations: While 78 per cent of members report being “satisfied” or “very satisfied” with their club experience, 88 per cent still expect good to excellent course conditioning year-round, placing intense pressure on maintenance teams.
Climate and operational challenges: The UK’s record hot summer in 2025 and increasingly mild, wet winters are stretching maintenance resources, complicating efforts to meet these high standards.
“Many clubs still rely on inadequate equipment, resources and practices to navigate modern challenges … investment in irrigation optimisation and water storage is now critical for managing turf stress, minimising drainage pressures, and maintaining year-round playability.” - Ed Pettit, Managing Director, Carr Golf Maintenance.
59CLUB USA HONOURS SERVICE EXCELLENCE LEADERS AT THIRD ANNUAL AWARDS
59club USA has announced the winners of its third annual Service Excellence Awards, recognising standout performances across customer service, sales, operations, and leadership, based on scores gathered through its nationwide mystery shopping and customer survey programmes. Reynolds Lake Oconee secured a third consecutive Gold Flag Designation and retained the my59 Service Excellence Award, while Desert Willow Golf Resort, managed by KemperSports, celebrated a landmark year with its first Gold Flag and multiple individual honours spanning food and beverage, retail, golf operations, and agronomy.
Additional Gold Flag venues included Whistling Straits, Blackwolf Run, and TPC Sawgrass, the latter achieving the designation for the first time.
“It’s inspiring to see both sustained excellence and meaningful improvement across our affiliate properties. These winners represent the very best of our industry.” Mark Reed, co-founder and managing director, 59club USA.
Award recipients will now represent the United States at the 59club Global Awards in Portugal this November, where global manager and venue honours will be announced.
TROON SHOPS FEATURE STRONGLY IN AGM PLATINUM AWARDS TOP 100 LIST
Troon-affiliated golf retail operations have won recognition on the 2026 AGM Platinum Awards Top 100 Golf Shops list, with 12 outlets earning spots among the world’s best-performing golf retail environments as judged by the Association of Golf Merchandisers (AGM), a global honour highlighting excellence in merchandising, marketing, visual presentation, and customer service. Those Troon-linked shops recognised in the Top 100 include Country Club of Colorado (Colorado Springs, CO), Kapalua – The Bay Course and The Plantation Course (Lahaina, HI), Silverado Resort and Spa (Napa, CA), Terravita Golf & Country Club (Scottsdale, AZ), and Troon North Golf In addition, Kapalua Golf’s Plantation Course Golf Shop was singled out as one of the “Best of the Best”, a distinction reserved for the top ten shops that set the highest standards in golf retail.
“We are honored and grateful to the AGM for recognizing 12 Troon-affiliated retail stores in this year’s Platinum Awards … this acknowledgment reflects the dedication of our teams and continued commitment to delivering outstanding retail experiences for members and guests.” - Kristen Goulet, Vice President of Retail, Troon Golf.
U.S. GOLF ROUNDS PLAYED IN 2025 CLOSE FOURTH RECORD YEAR IN FIVE
U.S. golf courses maintained historically high play in 2025, with December rounds virtually unchanged year-over-year and the full year finishing 1.2 per cent ahead of 2024’s record total, marking the fourth record-setting year in five, according to the National Golf Foundation’s data.
Seasonal play: December is traditionally a low-volume month; extreme winter weather saw rounds drop 58 per cent in New York, New Jersey, and Pennsylvania, while warmer states such as Nevada (+8 per cent), Georgia (+13 per cent), Texas (+13 per cent), and Hawaii (+27 per cent) posted notable gains.
Industry context: With December’s figures holding steady compared to 2024, the industry solidified another year of strong numbers, sustaining participation momentum built since the pandemic era.
GOLF GENIUS AND GOLFZON STRIKE SIMULATOR PARTNERSHIP
Golf Genius has announced a new partnership with global simulator leader GOLFZON to integrate Golf Genius tournament and league management software directly into GOLFZON’s simulator ecosystem, expanding competitive and organised play in indoor golf facilities worldwide. Under the agreement, Golf Genius technology will enable simulator venues to run leagues, events, and tournaments with automated scoring, live leaderboards, and integrated results, mirroring the experience of on-course competition while reducing administrative workload for operators. The collaboration is designed to support the rapid global growth of simulator golf by connecting GOLFZON’s network of facilities with Golf Genius’s event-management platform, which is already used by thousands of clubs and organisations globally. Commenting on the partnership, Golf Genius said the integration will “bring the structure and excitement of organised competition to simulator golf,” while GOLFZON highlighted its focus on enhancing the player experience by “combining industry-leading simulation technology with best-in-class competition software.”
It’s been a busy couple of weeks for Golf Genius. During last week’s PGA Show, Golf Genius announced a new partnership with marketing and strategic services platform ION 54 to lead an expanded international growth programme. ION54 will be providing strategic consultancy for marketing planning and operational support across key markets, including the UK, Ireland, Australia, New Zealand, Japan, and the indoor golf simulator sector, while also supporting expansion into broader Asian markets and advancing the rollout of Golf Genius’s integrated simulator golf solution in Europe and Japan.
TAYLORMADE SUES CALLAWAY OVER GOLF BALL MARKETING CLAIMS
TaylorMade has filed a lawsuit against rival manufacturer Topgolf Callaway Brands in the U.S. District Court for the Southern District of California, alleging that Callaway engaged in a coordinated marketing campaign that misled consumers and retailers about the performance of TaylorMade golf balls based on how they appear under ultraviolet (UV) light. The complaint, lodged this month near both companies’ San Diego headquarters, centers on claims that Callaway sales representatives and affiliates used UV demonstrations to suggest dark spots on TaylorMade TP5 and TP5x balls indicate imperfections or deficiencies, assertions TaylorMade says are unfounded and misleading.
In one cited example, a sales agent reportedly likened perceived UV differences to the effects of mud on ball flight, a comparison TaylorMade argues has “no meaningful relationship to ball flight, distance, playability or other performance attributes.” The company said it initiated the suit to protect its brand and reputation and “debunk the claims being made about our products,” while Callaway responded that it stands by the relevance of UV light observations in relation to golf ball coatings but generally does not comment on pending litigation. Sean Zak’s full story is available to read in golf.com, here.
GREEN FEES AT TOP 100 COURSES IN BRITAIN & IRELAND REVEAL WIDE PRICE SPREAD FOR SUMMER 2026
If you are looking for a challenge this summer and want to play some of the Top 100 courses in Great Britain & Ireland this summer, you’ll face a broad range of green-fee costs, with Turnberry’s Ailsa Course retaining its position as the most expensive at £1,000 ($1375) for a peak-season round.
At the opposite end of the spectrum, you’ll pay more modest fees, such as £120 ($165) at Silloth and Goswick, which mark the lower end of the published tariffs.
National Club Golfer’s annual analysis of green fees also highlights a total of seventeen out of the top hundred courses charging £400 ($550, we’ve also included the €400 courses in the Irish Republic) or more this season include Royal County Down, Turnberry, Royal Portrush, Royal St George’s, Portmarnock (in euros), Sunningdale Old and New, Royal Birkdale, Royal Lytham & St Annes, Kingsbarns, Royal Liverpool, Trump International (Old), Old Head of Kinsale, Trump Ireland and Adare Manor, reflecting a marked increase in premium prices compared with recent years.
Meanwhile, 42 of the Top 100 now command £300 ($415) or more, and 30 of the top 50 sit above that threshold, underlining an upward trend in visitor green fees across historic links and parkland venues, even as a handful of courses still offer sub-£150 rounds for cost-conscious players.
MGI GOLF NAMED PREFERRED TROLLEY PARTNER OF GFAA
MGI Golf has entered a new partnership with the Golf Facility Association of America (GFAA), becoming the association’s Preferred Electric Golf Trolley Supplier in a move aimed at supporting golf facilities with modern mobility solutions and commercial incentives. Under the agreement, GFAA member clubs will receive exclusive pricing and preferred access to MGI’s electric trolley range, as well as opportunities to enhance on-course experience, pace of play, and operational efficiency. MGI said the partnership reflects growing demand for walking golf supported by powered trolleys, while GFAA highlighted the value of offering members access to “innovative products that improve the golfer experience and create new revenue opportunities.” The collaboration strengthens MGI’s footprint in the US market while aligning with GFAA’s focus on helping facilities modernise services and increase player satisfaction.
LIV GOLF SECURES ROLEX AS OFFICIAL PARTNER AHEAD OF 2026 SEASON
While many golf outlets have focused on Patrick Reed’s departure, LIV Golf announced on Wednesday that it has reached a multi-year agreement with Swiss luxury watchmaker Rolex, naming it an Official Partner of the league, a deal the organisation said will expand Rolex’s premium hospitality programme for guests at events across international territories in advance of the 2026 season. LIV Golf Under the partnership, which focuses on delivering “exclusive and elevated hospitality” experiences, Rolex will engage with key markets beyond the traditional golf heartlands, including Australia, Hong Kong, Singapore, South Africa, and Mexico.
Scott O’Neil, LIV Golf CEO: “Rolex is synonymous with excellence in golf … this partnership reflects a shared commitment to the game’s comprehensive ecosystem around the world, advancing golf at every level.”
Arnaud Boetsch, Rolex Director of Communication and Image: “For nearly six decades, Rolex has been deeply engaged with the world of golf … this partnership will expand our presence to new locations across the globe.”
The deal also reinforces Rolex’s presence in elite golf while the league’s roster includes several Rolex Testimonees, such as Bryson DeChambeau, Martin Kaymer, Phil Mickelson, Joaquín Niemann, and Jon Rahm, enhancing the brand’s connection to top-tier talent.
The new season starts next Thursday in Riyadh and debuts the expanded 72-hole format.
PGA TOUR CONFIRMS 2026 PLAYER ADVISORY COUNCIL LINE-UP
The PGA Tour has announced its 2026 Player Advisory Council (PAC), with the group set to continue the Tour’s player-led governance model, its work advising on competition matters.
The council will be chaired by Patrick Cantlay, who will serve alongside fellow player directors and PAC members representing a cross-section of the Tour’s membership, with staggered terms designed to ensure continuity of input. In a statement, the PGA Tour said the PAC remains “a critical forum for player feedback and collaboration,” ensuring that players are directly involved in shaping policies and decisions that impact competition and the broader Tour ecosystem. The 2026 council will work closely with the PGA Tour Policy Board throughout the season as part of the organisation’s ongoing emphasis on player representation and transparency.
New to the PAC this year are Lucas Glover, Hank Lebioda, Alex Noren, and Neal Shipley, while Sam Burns, Brian Harman, Charley Hoffman, Max Homa, Max McGreevy, Scottie Scheffler, Justin Thomas, and Gary Woodland return after serving in 2025. Long-time members, including Eric Cole, Trevor Cone, Rickie Fowler, Kevin Kisner, Maverick McNealy, Keith Mitchell, Seamus Power, and Brandt Snedeker, are no longer on the council
PING UNVEILS G440 K DRIVER WITH MAXIMUM FORGIVENESS FOCUS
PING had huge success with its 430 10K Max driver, which was released two years ago. The success continued even after Ping launched the G440 range last year, with MyGolfSpy ranking the 430 10K Max the second best overall amongst the 2025 releases.
Ping fans had been left wondering if the G440 range would have a 10K Max variant available. The wondering is now over as Ping has officially launched the G440 K Driver, positioning it as the most forgiving model in its latest metalwood line, with design changes aimed squarely at stability and consistency across the face. The G440 K features a larger, more elongated head profile to increase moment of inertia, combined with refined internal weighting to help golfers retain ball speed and directional control on off-centre strikes.
PING says the model is engineered for players who prioritise forgiveness over adjustability or shot-shaping bias, with performance gains delivered through geometry and mass distribution rather than radical new materials. The company described the driver as “built to keep golfers in play more often,” reinforcing PING’s long-standing design philosophy of incremental, performance-led evolution rather than wholesale reinvention.
I put the G440 K model through its paces last week in Orlando, and certainly found that the levels of forgiveness were outstanding and a contender to go in the bag for this year as a replacement for my beloved G425 LST from 2021.
Rolex’s LIV Golf Deal in the Context of Its Global Sports Investments
Rolex confirmed a new partnership with LIV Golf this week, adding the breakaway tour to a golf sponsorship portfolio that already spans the men’s and women’s professional game, the majors, and several of the sport’s most established institutions. The agreement sits alongside Rolex’s long-standing relationships with the DP World Tour, leading players across multiple generations and golf’s governing calendar.
Rolex’s association with the sport dates back to the late 1960s, when it partnered with Arnold Palmer, later joined by Jack Nicklaus and Gary Player. From the outset, the company favoured long-term alignment with individuals and organisations over short-term promotional exposure, a strategy that continues to shape its approach to golf sponsorship today.
That approach still defines how Rolex operates in golf today. It maintains a carefully curated roster of ambassadors — Tiger Woods, Scottie Scheffler, Jon Rahm, Bryson DeChambeau, Rickie Fowler, and Lexi Thompson among them — spanning generations, tours, and playing styles. None are disruptive choices. All are defensible. Even DeChambeau, now a LIV standard-bearer, fits Rolex’s preference for figures who move the sport’s conversation forward without cheapening it.
