Hublot has agreed a deal to become the official timekeeper and official watch of French Ligue 1 football club Paris Saint-Germain.
The agreement will run for three seasons, from 2013-14 to 2015-16.
The Swiss watchmaker will be afforded branding exposure at PSG’s Parc des Princes stadium, including various advertising on LED hoardings around the pitch and the installation of a number of Hublot clocks at the venue.
Hublot has also presented players with commemorative watches to mark the team’s championship-winning campaign in the 2012-13 season.
Hublot has already built up a presence in football through a number of other deals – including its official timekeeper partnership with world governing body Fifa and deals to serve as the official watch of the Fifa World Cup and Uefa European Championship tournaments. The firm also works closely with other major European clubs, including Bayern Munich in Germany and Italian team Juventus.
The deal with Hublot will further strengthen PSG’s commercial portfolio, which has grown significantly in recent weeks.
Nivea Men agreed a deal to become an official sponsor and provider of the club, while Qatari telecommunications firm Ooredoo also signed a six-year contract for the naming rights to the PSG training ground, as well as kit branding privileges.