Swiss luxury watch brand TAG Heuer has agreed a deal to become the official timekeeper and timepiece of the New York Marathon.
The agreement, financial terms for which were not disclosed, will run for three years, from this year’s edition on November 2 through to 2016.
As part of the partnership, TAG Heuer will engage with New York runners through the ‘Get Your New York On’ challenge that will give 2014 marathon entrants the opportunity to submit their story on why they are taking part in the event and visit the microsite tcsnycmarathonchallenge.com to vote for their favourite stories.
Top trending stories will feature on the website daily and a celebrity panel, including TAG Heuer ambassador and tennis star Maria Sharapova, will select the male and female winners of the challenge – both of whom will be presented at a public event in New York’s Times Square, where the brand will debut an billboard featuring the winners as part of a new advertising campaign.
Additionally, winners of the men’s, women’s and wheelchair races at the 2014 New York Marathon will be presented with a commemorative TAG Heuer timepiece.
The New York Marathon confirmed Indian IT and business solutions firm Tata Consultancy Services as its title sponsor, replacing insurance company ING under an eight-year deal.