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Tag Heuer adds LFP to football portfolio

Swiss watch manufacturer Tag Heuer has bolstered its football sponsorship portfolio by entering into a partnership with the French Football League (LFP).

Tag Heuer has signed a one-year deal to become the official timekeeper of LFP competitions during the 2017-18 season.

Under the agreement, Tag Heuer will benefit from brand exposure during Ligue 1 games, with its logo to appear on the substitution boards used by fourth officials.

The company will also receive promotion during television broadcasts of games on Canal Plus and beIN Sports.

The partnership commenced with Saturday’s Trophée des Champions match between Ligue 1 champion AS Monaco and last season’s Coupe de France winner Paris Saint-Germain, which the latter won 2-1.

Tag Heuer already holds similar partnerships with a host of other football leagues, including the English Premier League, German Bundesliga, Spanish LaLiga and North America’s Major League Soccer.