Tag Heuer takes touring car backing into WTCR

Swiss watch manufacturer Tag Heuer has been unveiled as a sponsor of the newly-formed World Touring Car Cup (WTCR).

Tag Heuer will serve as an official partner of the series during its inaugural 2018 season.

The WTCR has been formed following a licensing agreement between the World Touring Car Championship and TCR series. Tag Heuer was an existing sponsor of the WTCC, serving as its official timing partner.

Tag Heuer will serve as the presenting sponsor of the WTCR's Tag Heuer Best Lap Trophy and the Tag Heuer Most Valuable Driver. The latter award is a new initiative that will recognise the driver who scores the most points over a weekend.

Tag Heuer will benefit from a range of promotional opportunities such as trackside branding and corporate guest programmes. The company agreed the deal with Eurosport Events, the series’ promoter.

The WTCR season gets underway this weekend in Marrakech, Morocco.