Swiss watch manufacturer Tag Heuer has been unveiled this (Tuesday) afternoon as a new partner of football’s English Premier League.
Tag Heuer will serve as the league’s first official ‘timekeeper and watch partner’ in a deal that will run for three seasons, from 2016-17 to 2018-19.
Tag Heuer will have an on-screen presence during global broadcasts of matches and the fourth official’s LED substitute and added time board will be shaped and branded as a Tag Heuer Carrera chronograph watch.
Tag Heuer is also working with PGMOL, the organisation that manages professional referees who officiate in the Premier League, to design a new ‘smartwatch’ for matches and training. The watch is being developed by Tag Heuer in conjunction with Intel and Google Android Wear.
“We are particularly proud and pleased about this partnership, as it will be key in the promotion of our brand and its football activities in Asia and in the whole world,” Tag Heuer chief executive Jean Claude Biver said at today’s announcement.
The league’s managing director, Richard Masters, added: “Tag Heuer has a fantastic track record of investing in sport which makes it an excellent fit for the Premier League.”