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TAG Heuer backs Ligue 1 for three more years

Swiss watch company TAG Heuer will remain Official Timekeeper to four out of the top five European football leagues thanks to an extension of its agreement with the French Professional Football League (LFP).

The three-year contract, from 2018-19 to 2020-21, builds on the one-season deal signed with the league last season.

The watch brand is also the Official Timekeeper of England’s Premier League, extended for the 2018-19 season, Germany’s Bundesliga and Spain’s La Liga. Italy’s Serie A does not have a timing partner.

Commenting on the deal, TAG Heuer’s chief executive Jean-Claude Biver, said: “It is an environment that offers us many opportunities in terms of visibility…This French partnership is particularly close to my heart because it allows us to be visible in a country that is the cradle of luxury.”

The LFP’s deputy chief executive Didier Quillot said the deal demonstrates the renewed attractiveness of the championship internationally, and its ability to sustain agreements with major prestigious brands.

The FA markets the Ligue 1 as the ‘League of Talents’, focusing on the quality of the players rather than the competitiveness of the clubs in a league that has been won by Paris St Germain in five out of last six championships.