Swiss watch manufacturer Tag Heuer has strengthened its presence within football by agreeing a partnership with English Premier League club Manchester United.
Tag Heuer has agreed a three-year deal to become the official timekeeper and a global partner of the club. The partnership will cover the 2016-17 to 2018-19 seasons.
Under the agreement, Tag Heuer will receive LED advertising exposure during games at United’s Old Trafford stadium. Bespoke Tag Heuer watches will also be on display at Old Trafford, at the club’s training ground and at its offices in Manchester, London and Hong Kong.
In addition, United will promote Tag Heuer’s #DontCrackUnderPressure motto across its digital and social media channels.
“Manchester United is the most prestigious football team in the world and getting into football at the highest level is for me very important,” Tag Heuer chief executive Jean-Claude Biver said. “Tag Heuer doesn't ‘sponsor’, we ‘partner’ with iconic teams, organisations, and people who share similar values and a strong vision.”
In April, Tag Heuer signed a three-year deal to become the Premier League’s official timekeeper and watch partner. Tag Heuer is also one year into a three-season deal with the German Bundesliga, and earlier this month added the Spanish LaLiga to its football portfolio.