HomeAnalysisWatchesFootball

TAG Heuer seizes Premier League deal, rivals hold fire

TAG Heuer has become the Premier League’s first Official Timekeeper and Watch Partner in a three-year deal from 2016-17 to 2018-19 understood to be worth CHF8m (€7.2m/$8.1m) per year.

The deal addresses both TAG Heuer’s traditional watch and growing connected smartwatch businesses. Both product segments have performed well in recent months against a background of falling watch sales globally.

You need to have a subscription to access this content

If you would like more information on our Sponsorship product please contact our sales team

Already have an account? Sign in here

Most recent

Formula 1 has added at least $78.5m (€72.1) in sponsorship portfolio value via four new deals announced over the last two months, SportBusiness understands.

With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent

Interregional Sports Group, the global data and betting rights partner of the FIA Formula One World Championship, got its global sales process off to a strong start with a deal in Asia with online betting…