Rolex-owned luxury watch brand Tudor has added sponsorship of World Rugby to its deals with the New Zealand All Blacks and high-profile sporting and celebrity ambassadors to build a brand identity distinct from its parent company.
Rolex-owned luxury watch brand Tudor’s new seven-year partnership with World Rugby is comfortably the biggest deal the global governing body has signed with a timing partner.
Swiss watchmaker Rolex has built a long-term marketing strategy around key sports and events in equestrianism, golf, motorsport, tennis and sailing.
Swiss watch manufacturer Rolex has taken over the title rights to the Paris Masters men’s tennis tournament from French bank BNP Paribas in a change of roles for two of the biggest sponsors in French tennis.
Swiss luxury watchmaker Hublot this month committed to a three-year deal with the International Cricket Council (ICC) after it had previously signed event-only deals with the federation.
Swiss watch maker TAG Heuer, owned by French luxury goods conglomerate LVMH, agreed a multi-year deal with the Chinese Football Association.
Swiss watchmaker Rolex will increase its investment in sponsoring golf's European Tour with the launch next year of the seven-event Rolex Series.
Swiss watchmaker Tissot has become the first brand to sign up to the International Cycling Union’s (UCI) fledgling World Cycling Partner programme but the federation will look outside its portfolio to fill the remaining slots.
Watchmaker Tag Heuer added another property to its burgeoning motorsports portfolio under an agreement with the World Touring Car Championship (WTCC).
Luxury watch brand Rolex has renewed its partnership with the Le Mans 24 Hours race and extended the agreement to include the entire World Endurance Championship (WEC), serving as the motor racing series’ Official Timing Partner.
Swiss watchmaker Tissot’s Global Partner deal with Fiba, basketball’s global governing body, led to its biggest ever sponsorship agreement with the US-based National Basketball Association.
Reliability and practical application are at the front of watchmaker Tissot’s sponsorship strategy.
Jean-Claude Biver, chief executive of luxury watch brand TAG Heuer, pushed through the acquisition of sponsorship rights to the German football league “to correct a scandalous weakness” in the brand’s performance in Germany.
UK luxury watch brand Bremont will use its Timing Partner deal with sailing’s America’s Cup and defending champions Oracle Team USA to help drive the company’s expansion into the US.