Watch brand Rolex has expanded its partnership with women’s tennis’ elite WTA Tour, becoming a global partner of the Women’s Tennis Association.

Rolex becomes the official timepiece and official timekeeper of the WTA and will gain branding presence globally across the WTA Tour’s events, most prominently on court-side clocks used to mark the time during matches.

The partnership is centered around the annual WTA Finals, which most recently took place earlier this month in Riyadh, Saudi Arabia, which Rolex will continue to support.

Rolex will present the start times at the WTA Finals, as well as the semi-finals and finals matches of all top-line WTA 1000 events.

The WTA stated that the tour attracts a combined global televised audience of over 1 billion people each year, adding that its social media metrics have grown substantially with cross-platform followers up 26% and video viewership across platforms up 195%.

Rolex will collaborate with the WTA on co-branded content for the pair’s social media platforms to expand their collective reach.

The luxury brand has a strong presence in tennis - it sponsors the men’s ATP Tour and is the title sponsor of its Paris, Monte-Carlo, and Shanghai Masters 1000 events.

Rolex also sponsors a plethora of sports events in the worlds of cricket, motorsport, and more.

The WTA Finals will continue to be held in Saudi Arabia through 2026 and are presented by the country’s Public Investment Fund.