Swiss avant-garde watchmaker TAG Heuer and German national championship Bundesliga have announced a historic partnership turning the watch brand into the football league’s first-ever Official Timekeeper and Official Watch. A bold move for the Bundesliga offering strong visibility to TAG, the three year partnership will see 36 football teams play their matches on TAG Heuer time.
TAG Heuer CEO & President of the LVMH Watch Division Jean-Claude Biver and Christian Seifert CEO of the Bundesliga announced the partnership in Wolfsburg just before the famous SuperCup 2015 kick-off between Cup Winner VfL Wolfsburg and Championship winner FC Bayern Munich, explaining that the “futuristic sponsorship contract” goes well beyond the stadium advertising boards and traditional communication methods. The two parties’ goal is to make this a cutting-edge, creative partnership in the sporting arena through brand new digital media. TAG’s #DontCrackUnderPressure motto will be incorporated from the highest and most visible levels to the promotion of young talent and upcoming footballer generations.
“The Bundesliga is one of the most powerful and comprehensive platforms imaginable. It will allow us to pursue a different perspective in terms of our sponsorship, with huge new possibilities, particularly in the digital arena. We are preparing for the future,” shared Biver, backed up by Seifert who confirmed: “We are delighted to have found in TAG Heuer a partner whose commitment to quality and international outlook are a perfect fit with the Bundesliga. We are more than confident that both sides will benefit from this partnership over the coming years.”
With an exciting new season ahead, and great teams competing -including big winner and one of our editors’ personal favourite Bayern Munchen, all we can say is: Game on!