July 15 – Spain’s La Liga has added watchmaker Tag Heuer as the league’s official timekeeping partner. La Liga is the latest premium league property to be added to the firm’s sponsorship roster, having added England’s Premier League in April.
It also marks a step up in sponsorship activity for La Liga who are aggressively chasing the Premier League’s commercial revenue lead across TV and sponsorship revenues worldwide.
La Liga has had two offers for naming rights sponsorship following the departure of Spanish bank BBVA from the title role. The offers are each believed to be around €35 million but the league has not decided whether to reverse an earlier decision to keep its name clean of sponsor attachment.
The Tag Heuer deal with La Liga will see its branding feature on the substitution boards used by fourth officials during games as well recognition as the Official Timekeeping Partner.
Tag Heuer Spain’s general manager, Blanca Panzano, said the deal “completes Tag Heuer’s association with the best football leagues in the world”.
“The association with LaLiga, one of the largest institutions in the football world, takes our #DontCrackUnderPressure campaign another step forward, and we believe this also defines the spirit of LaLiga.”
No figure was placed on the deal but the amount for the three-year Premier League sponsorship was estimated at £7.3 million per season.
TAG Heuer has increased its position in football, building on existing partnerships with a three-year deal with Germany’s Bundesliga, as well as partnering with the USA’s Major League Soccer, the Chinese Super League, and signing on for the recently completed Copa America Centenario.
Last week La Liga renewed a deal with Nike to supply balls to the league through to 2019.
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