Swiss watch manufacturer Tag Heuer has agreed a sponsorship deal with LaLiga, which operates the top two divisions of Spanish football.
The deal, the length of which was not disclosed, names Tag Heuer as an official sponsor and the official timekeeper of LaLiga.
Under the agreement, Tag Heuer’s branding will feature on the substitution boards used by fourth officials during games.
“We're proud to announce this partnership, one which completes Tag Heuer's association with the best football leagues in the world,” Blanca Panzano, Tag Heuer's general manager in Spain, said. “As official timekeepers for the Bundesliga and the Premier League, partnering LaLiga, one of world football's top institutions, is another step in line with our slogan #DontCrackUnderPressure, which essentially defines the LaLiga spirit.”
Tag Heuer agreed a three-year commercial partnership with the Bundesliga in August 2015. It signed a three-season deal with the Premier League in April, running from 2016-17 to 2018-19.