Manchester United add TAG Heuer to global partner roster

July 25 – Swiss watchmaker TAG Heuer, official sponsor of Spain’s La Liga and England’s Premier League, has expanded its footprint announcing it is the Official Timekeeper and Global Partner of Manchester United.

The sponsorship was unveiled in Beijing, China, as Manchester United prepared for their (now cancelled) International Champions Cup match against Manchester City, the first time the two clubs have played each other outside of England.

The deal begins with the 2016/17 Premier League campaign and will feature on digital advertising boards at Old Trafford. TAG Heuer timepieces will be displayed around Manchester United’s stadium, including in the team’s dressing room, as well as the club’s Aon Training Complex and its offices in Manchester, London and Hong Kong.

TAG Heuer branding and its brand motto #DontCrackUnderPressure, will feature across all of Manchester United’s digital platforms, including its website and social media.

Earlier this month TAG Heuer announced a deal with LaLiga to be its official timekeeping partner. In April the watchmaker had announced a deal with the Premier League. No figure was placed on the Manchester United, deal but the amount for the three-year Premier League sponsorship has been estimated at £7.3 million per season.

Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division said: “Manchester United is the most prestigious football team in the world and getting into football at the highest level is for me very important. TAG Heuer doesn’t “sponsor”, we “partner” with iconic teams, organisations, and people who share similar values and a strong vision.

“We believe in the need for long-term work in order to truly communicate the message we have together. With Manchester United, we communicate passion, emotion, joy, dreams, team spirit, organisation, strategy and finally victory, values that are also carried by our brand and more importantly by the people who buy and wear our watches.”

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