August 15 – TAG Heuer has extended its partnership as Official Timekeeper of the Premier League for a further season. The Premier League will continue to play all matches run on TAG Heuer time, both on pitch and on broadcast signals worldwide.
Tag Heuer become the Premier League’s Official Timekeeper in in 2016. No official value for the deal was released but one estimate reckons it to be worth £7.3 million per season.
Premier League referees wear Tag Heuer watches while the brand’s logo is highly visible on the time-allowed boards – shaped like a Tag Heuer Carrera watch – held up by fourth officials after 90 minutes.
For the new season TAG Heuer has introduced a Premier League Interactive watchface for TAG Heuer connected Modular watch owners. The watchface, developed with the Premier League, allows the wearer to customise their dial with their chosen team, check match timings, follow match events and full time scores. A custom notification service alerts the wearer in real time to match kick offs and goals as they are scored.
Jean Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division said: “We are delighted to extend our official Timekeeping role with The Premier League. 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.”
The UK and Asia are the Swiss watch brand’s principal consumer markets and the popularity of the Premier League in those territories made the partnership attractive to Tag Heuer.
The watchmaker has similar official timekeeper deals with the Asian Football Federation (AFC), Spain’s LaLiga, France’s LFP as well as Manchester United.
Richard Masters, Premier League Managing Director said: “We have really enjoyed working with TAG Heuer over the last two years and are very pleased they will continue as official Timing Partner of the Premier League. TAG Heuer has a strong track record of associating with elite sport and their new Premier League specific watch-face and App is a fun and innovative development that will allow people with Connected watches to feel even closer to the Premier League.”
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