The World Touring Car Championship motor racing series has entered into a partnership with luxury watch brand Tag Heuer.
The Swiss company has been named an official series sponsor of the WTCC and will also take on the title of its official timing partner. The length of the deal was not disclosed.
As part of the agreement, Tag Heuer will create WTCC-specific web content, which will be showcased under its #dontcrackunderpressure online campaign. Tag Heuer will also sponsor Eurosport’s coverage of the series and receive trackside advertising exposure on race days.
In addition, the brand will be granted VIP hospitality packages, while a Tag Heuer Performer Award will be given to the driver that sets the fastest lap on each race weekend.
“It’s a brand with an unparalleled heritage in motorsport and timekeeping in particular,” François Ribeiro, head of Eurosport Events, promoter of the WTCC, said. “After a one-year technical partnership with Tag Heuer we’re delighted to bring the company on board as an official series sponsor.”
Tag Heuer’s partnership with the WTCC coincides with the series launching its new Manufacturers Against the Clock time trial contest. The format will be introduced on the opening race weekend of the 2016 season at Circuit Paul Ricard in France from April 1-3.