Bundesliga partnership pays off as TAG Heuer extends

Swiss watch brand TAG Heuer will remain an Official Partner and the Official Timekeeper of Bundesliga and Bundesliga 2, extending the partnership that has been in place since 2015-16.

Under the deal, TAG Heuer will be integrated as graphic sponsor in coverage of Bundesliga and Bundesliga 2 matches on television and will receive extensive advertising and licensing rights.

Bespoke rights include the ‘Rookie Award’, which is presented jointly by Bundesliga and TAG Heuer on a monthly and yearly basis to the best up-and-coming Bundesliga player, and the naming rights for the Bundesliga esport tournament, which brings together the best esport competitors under the banner of the TAG Heuer Virtual Bundesliga.

The initial Bundesliga deal was conceived by TAG Heuer’s chief executive Jean-Claude Biver to address a dramatic business failure in Germany.

Biver, who enjoys a reputation as the watch industry’s most outspoken executive, castigated the brand’s German subsidiary for its poor sales which drove him to shake things up with the statement sponsorship of the German football league.

Read ‘Bundesliga deal to revive TAG Heuer in Germany’.

Most recent

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.