Luxury watch brand Tag Heuer has entered into multi-year partnerships with Major League Soccer and the US Soccer national governing body.
The Swiss company has been named the official watch and official timekeeper of MLS, and will also serve as US Soccer’s official timekeeper. Financial terms of the agreements were not disclosed.
The partnership will incorporate the Professional Referee Organisation, which is responsible for overseeing refereeing in professional soccer leagues across the US and Canada. MLS referees will wear Tag Heuer’s new Connected Watch model during games and will also display the company’s branding on their jerseys.
Under the agreement, Tag Heuer will provide the substitution boards used during MLS games. The company’s branding will be visible on the boards.
“Soccer is the fastest growing sport in the United States, and it is also most popular amongst the youth demographic, a generation we aim to connect with,” Kian Muller, president of Tag Heuer North America, said.
Tag Heuer in August agreed a three-year commercial partnership with the Bundesliga, the top division of football in Germany.