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TAG Heuer adds Team China to expanding football portfolio

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Timing

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.
Timing

Jean-Claude Biver, chief executive of luxury watch brand TAG Heuer, pushed through the acquisition of sponsorship rights to the German football league “to correct a scandalous weakness” in the brand’s performance in Germany.

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