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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.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.