September 27 – Premium Swiss watch brand TAG Heuer has extended its three-year partnership as the official timekeeper of Bundesliga and Bundesliga 2 for a further season.
In August Tag Heuer extended its partnership as Official Timekeeper of the Premier League for a further season which will see the Premier League will continue to play all matches run on TAG Heuer time, both on pitch and on broadcast signals worldwide. The watchmaker has similar official timekeeper deals with the Asian Football Federation (AFC), Spain’s LaLiga, France’s LFP as well as Manchester United.
The German deal similarly sees TAG Heuer branding on domestic and international broadcast content. Other marketing activation includes the ‘Rookie Award’, which is presented jointly by the Bundesliga and TAG Heuer on a monthly and yearly basis to the best up-and-coming Bundesliga player.
TAG Heuer is also the naming rights sponsor for the Bundesliga eSport tournament – the TAG Heuer Virtual Bundesliga.
Christian Seifert, CEO of the DFL Deutsche Fußball Liga: “We are delighted that TAG Heuer will continue to accompany us as a strong partner, and we look forward to further expanding the profile and popularity of the Bundesliga in Germany and abroad through joint marketing activities.”
No value was given for the deal though the Premier League deal is reckoned to be worth £7.3 million per season.
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