Tag Heuer joins Bundesliga for new campaign

Swiss watchmaker Tag Heuer has agreed a three-year commercial partnership with the Bundesliga, the top division of football in Germany.

Tag Heuer becomes the league’s first official timekeeper and the official watch of the Bundesliga, with the deal set to run from the 2015-16 to 2017-18 seasons.

Along with an extensive presence on stadium advertising boards, Tag Heuer will activate the partnership across website and social media using #DontCrackUnderPressure – a hashtag that will be incorporated at all levels of the promotion.

Bundesliga chief executive Christian Seifert described the partnership as “a futuristic sponsorship contract” offering numerous possibilities for innovation.

Seifert’s Tag Heuer counterpart Jean-Claude Biver added: “The Bundesliga is one of the most powerful and comprehensive platforms imaginable. It will allow us to pursue a different perspective in terms of our sponsorship, with huge new possibilities, particularly in the digital arena. We are preparing for the future.”