The epic final between Alcaraz and Sinner was the stage for yet another masterclass in sponsorship.
A supporter of tennis for over 40 years, Rolex has built a legacy of excellence and tradition.
In recent years, luxury brands have increasingly partnered with athletes, trophies, and the uniforms of the world’s biggest competitions.
Emporio Armani, Gucci, Zegna, and Louis Vuitton have all announced partnerships with F1, FIFA, the IOC, or Real Madrid.
Could luxury brands be the next big wave in sponsorship?
Rolex’s strategy has stood out for decades, and this most recent final was another example of a successful journey.
It was the longest final in the history of Roland-Garros, with Rolex playing a leading role as the Official Timekeeper of the tournament.
The partnership between the watchmaker and the French tournament began in 2019, focused on visibility and timekeeping. Today, Rolex is part of the tournament experience, celebrating shared values and elevating both brands.
The now-iconic image of Alcaraz alongside the match time is already part of tennis history.
Like other manufacturers involved in sport, until the 1960s Rolex focused its positioning on product performance and precision.
From 1967 onwards, it adopted a revolutionary strategy, launching a series of adverts with a new message: “Rolex is not an instrument — it’s an accessory that signals social status.”
From watch to symbol of achievement.
Through tennis, Rolex has explored two essential pillars of its business for decades: exclusivity and scalability.
Few companies have the resources to follow Rolex’s holistic strategy, but all can learn from the success of its sponsorship principles:
Consistency. Over 40 years supporting the world of tennis, including the iconic Wimbledon tournament since 1978.
Prominence. A strong presence at all four Grand Slams and with the biggest stars (Alcaraz, Sinner, Federer, etc.).
Reach. Present at nine ATP Masters 1000 tournaments across the globe, on grass, clay and hard courts.
Activation. Brand presence, content production and product integration designed with the utmost attention to detail.
Time goes by — but Rolex’s legacy endures.
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