The English Premier League & TAG Heuer held simultaneous meetings this week in Hong Kong and London to announce and seal their new agreement. Twenty teams, all their matches, and the most followed football (soccer) league in the world, will now be running on TAG Heuer time, both on English pitches and on broadcasts across the globe in 185 countries.
On the field, the fourth official’s boards will now be shaped like a TAG Heuer Carrera watch, and will bear the name of the Swiss watch brand. The referees will be sporting the TAG Heuer Connected smartwatch. During TV broadcasts, the TAG Heuer logo will also appear on screen.
TAG Heuer is already the Official Timekeeper for the German Bundesliga, MLS (Major Soccer League) in the USA, the 2016 Copa America which will take place in the USA in June, the Chinese Football Association Super League, and the Australian National Football team, and the partner of the prestigious English Championship.
For the joint announcement a duplex connection enables communication between the two events: – In Hong Kong, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, symbolically sealed the deal with Tom Greenwood representing the Premier League, and the Manchester United goalkeeping legend Peter Schmeichel, standing in front of a wheel of the Alpine cheese Mr. Biver produces on his pasture in Switzerland, in the company of guests.
The ceremony, which took place in the Four Seasons Hotel, clearly demonstrated that English football is as popular in Asia as it is back home in the UK. Meanwhile in London, Richard Masters, Managing Director of the Premier League, Rob Diver, Managing Director of TAG Heuer UK, and Mike Riley, General
Manager of the League’s referees simultaneously sealed the deal at Café Royal in the heart of the capital, joined by many guests, including Leicester City manager Claudio Ranieri.
“Our partnership with the Premier League seals the important and strong involvement in football of TAG Heuer. We are particularly proud and pleased about this partnership, as it will be key in the promotion of our brand and its football activities in Asia and in the whole world.” Jean-Claude Biver, CEO ,
TAG Heuer and Chairman of the LVMH Watch Division
The TAG Heuer logo will appear during Premier League match broadcasts to 730 million homes in 185 countries across the world. TAG Heuer branding and its brand motto, #DontCrackUnderPressure, will also feature across all of the Premier League’s digital platforms, including its website and social media.