Luxury watch brand Tag Heuer has been named the official timing partner of the Endurance World Championship motorcycling series.
Tag Heuer signed the multi-year partnership with Eurosport Events, the EWC’s promoter. The deal also names the Swiss brand an official sponsor of the series.
As part of the deal, Tag Heuer will develop EWC-specific content to tie in with its #dontcrackunderpressure online campaign. It will also benefit from trackside advertising exposure and activation programmes at races.
Tag Heuer earlier this month agreed a similar deal with the World Touring Car Championship. "At the same time we were engaging Tag Heuer with the WTCC, we explained to them our plans for endurance motorbike racing and, apparently, they liked them,” François Ribeiro, head of Eurosport Events, said.
“Endurance racing is rich in valuable content, and very rich as a story-telling platform – day, night, team effort and weather changes push men and machine to their limits. We just love that mix and very much believe in the FIM EWC as a perfect complement to sprint road racing.”
The 2016 EWC season begins with the 24 Heures Motos at Le Mans event in France from April 8-10.