TAG Heuer to keep time with Premier League
TAG Heuer, the Swiss watch brand, has extended its sponsorship of English soccer's top-tier Premier League.
TAG's existing three-year deal as the official timekeeper of the Premier League expires after the 2018-19 season, and while the company has not divulged the length of the "multi-year extension," it is understood to also be for three years.
TAG will continue to have an on-screen presence in the shape of a logo in global broadcasts of Premier League matches and a branded LED substitute/added time board used by the fourth official.
Jean Claude Biver, chief executive of TAG Heuer, said: “Our partnership with the Premier League shows the important and strong involvement in football of TAG Heuer. TAG Heuer were the first official timekeepers of the Premier League and will now see this continued partnership strengthen for the next season.”
For the 2018-19 season, which got under way on 10 August, TAG has launched its Premier League Interactive watchface for TAG Heuer connected Modular watch owners. Wearers can customise the watch dial with their chosen team, allowing them to check match times and receive goal alerts.
TAG first partnered with the Premier League ahead of the 2016-17 season, and promptly signed similar deals with Spain's LaLiga and France's Ligue 1.
Ahead of the 2016-17 season, the Premier League's long-running title sponsorship deal with Barclays was discontinued, allowing the league to sign a number of category sponsors.
Barclays remained on board as the official bank, with other category partners being Nike (ball), Carling (beer), EA Sports (sports technology) and, from 2017-18, Cadbury (confectionary). Video games producer EA Sports is the lead partner.