Hublot takes over from Tag Heuer as Premier League timing partner

September 9 – The Premier League has unveiled Swiss luxury watchmaker Hublot as its new Official Timekeeper from the start of the 2020/21 season.

Tag Heuer was previously the Premier League’s Official Timekeeper in a deal announced in 2016. No official value for the deal was released but one estimate reckoned it to be worth £7.3 million per season.

Hublot will time every match pitchside and on its logo will be on the TV graphic alongside the timing clock and score for the Premier League’s international TV feed.

The now familiar, in European football, Hublot Big Bang Unico-shaped Referee Board will be used by the fourth match official to signal extra time and substitutions.

Hublot’s first football sponsorship was with the Swiss National Team in 2006. Its partnerships now cover competitions including the FIFA World Cup, UEFA EURO (Men’s and Women’s), UEFA Champions League (Men’s and Women’s) and Europa League.

Ricardo Guadalupe, CEO of Hublot, said: “This is a milestone moment for Hublot. Since 2006, we have shown Hublot is hugely passionate about football and that we add great value to every competition, club and talent with whom we partner. We look forward to working together to bring this partnership to life on and off the pitch. Hublot Loves Football and our partnership with the Premier League is the proof!”

No value was given to the Hublot deal that is understood to be for an initial three-year term.

Richard Masters, CEO of the Premier League said: “Hublot brings a wealth of experience in sports timekeeping, particularly in football, and are renowned for being at the forefront of innovation. We look forward to working closely together and developing the partnership to bring exciting matchday and digital activations to fans around the world.”

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