Thiolate protected metal clusters are valuable precursors for the design of tailored nanosized catalysts. Their performance can be tuned precisely at atomic level, e. g. by the configuration/type of ligands or by partial/complete removal of the ligand shell through controlled pre‐treatment steps. However, the interaction between the ligand shell and the oxide support, as well as ligand removal by oxidative pre‐treatment, are still poorly understood. Typically, it was assumed that the thiolate ligands are simply converted into SO2, CO2 and H2O. Herein, we report the first detailed observation of sulfur ligand migration from Au to the oxide support upon deposition and oxidative pre‐treatment, employing mainly S K‐edge XANES. Consequently, thiolate ligand migration not only produces clean Au cluster surfaces but also the surrounding oxide support is modified by sulfur‐containing species, with pronounced effects on catalytic properties.