Timing

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Swiss watchmaker Rolex has agreed a fee of around $10m (€8.5m) per year to serve as the US Open’s Official Timekeeper and Official Timepiece in a deal stemming from the early contract termination by rival brand Citizen.  

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.

The Swiss Ice Hockey Federation has extended deals with two of its major sponsors, watchmaker Tissot and the Swiss airline

Swiss watchmaker TAG Heuer has consolidated its position in electric motorsports as the title sponsor of the new Porsche Formula E team

Swiss watch brand Hublot and five well-known Japanese brands have signed up as sponsors of the 2019 World Baseball Softball Confederation (WBSC) Premier 12 competition

Japanese watch manufacturer Seiko has signed a long-term extension to its partnership with the International Association of Athletics Federations (IAAF)

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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.

Scottish tweed manufacturer Harris Tweed Hebrides (HTH) has entered a partnership with Scottish Rugby, the national association for rugby union in Scotland, to increase brand awareness and sell a Scottish Rugby-themed product collection.

Luxury design brand Felio Siby signed as the Official Lifestyle Partner of Formula One team Force India this year to drive barnd awareness and sales of its limited edition watches.

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.

Swiss watchmaker Tissot has upgraded its exposure with the International Cycling Union (UCI) in the face of an increasingly competitive market for timing sponsorship.

TAG Heuer has become the Premier League’s first Official Timekeeper and Watch Partner in a three-year deal from 2016-17 to 2018-19 understood to be worth CHF8m (€7.2m/$8.1m) per year.

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.

Swiss watchmaker Swatch last month signed a deal with the International Volleyball Federation (FIVB) and its promoter Beach Major Company to return to the sport as the title sponsor of the Beach Volleyball Major Series in 2015.

Omega president Stephen Urquhart told Sports Sponsorship Insider that there will be no change to the luxury watch brand’s sponsorship strategy or targeted sports over the next 24 months.

Luxury watch brand Omega fended off a competing bid from rival watchmaker Rolex to extend its Official Timekeeper deal with the PGA of America for eight years. Omega paid between $5m (€3.8m

Stephen Urquhart, president of the luxury watch brand Omega, provided Sports Sponsorship Insider with a great marketing insight when he said that the only sponsorship that clearly moved sales of its watches was Omega’s James Bond deal.

Swiss watch brand TAG Heuer will spend around 30 per cent of its annual motorsports sponsorship budget on the new Formula E electric car racing championship next year.