Premier League Signs Tag Heuer

26 Apr 2016 | tshego

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The Premier League has partnered with Tag Heuer as the top flight’s first ever official timekeeper.

Tag Heuer has signed a three-year deal, which will see the brand’s logo appear on stoppage time and substitution boards during every Premier League fixture.

In addition, the watchmaker will have branding during global TV broadcasts and referees will also wear the Tag Heuer Connected smartwatch.

It was announced last year that the Premier League would be breaking away from the current title partner model at the end of the season when Barclays’ contract expires.

This is the fourth sponsorship secured since the confirmation, with Barclays returning as official financial services provider, Nike as ball supplier and EA Sports as sports technology partner.

“We are very excited about this new partnership with Tag Heuer who will become the Premier League’s first official timekeeper and watch,” said Premier League managing director Richard Masters.

“Tag Heuer has a fantastic track record of investing in sport which makes it an excellent fit for the Premier League. We are currently witnessing one of the most competitive Premier League seasons ever which has provided a great platform for the League to develop this new partnership.”

Tag Heuer chief executive Jean-Claude Biver, added: “Our partnership with the Premier League seals the important and strong involvement in football of Tag Heuer. We are particularly proud and pleased about this partnership, as it will be key in the promotion of our brand and its football activities in Asia and in the whole world.”