You know for sure that the people’s game has become gentrified when luxury Swiss watch brands start sponsoring football clubs.
Now, five and a half years after Hublot set the ball rolling by sponsoring Manchester United, another landmark deal has been unveiled.
Maurice Lacroix has announced a three-year agreement with Barcelona that will see it become the Catalán club’s Official Watch Partner in a deal said to be worth somewhere in the seven figures of euros (ie upwards of €1 million).