Watch brands are known for partnering with sports because they are so integral to the sports world. Rolex has been the official timekeeper of Wimbledon since 1978, Omega has been a longtime sponsor of the Olympic games, and just last October, Tissot became the official watch of the NBA.
Tag Heuer already had scored a soccer-sponsorship hat trick by backing America’s Major League Soccer, Germany’s Bundesliga, and the Chinese Football Association Super League. It just got bigger by being the official timekeeper for England’s Premier League.
Premier League is perhaps the most-watched soccer league in the world.
The new partnership was announced on Tuesday 26 April, 2016 at simultaneous events held in Hong Kong and London.
In Hong Kong, Jean Claude Biver, chief executive officer of TAG Heuer, was joined by Premier League legend Peter Schmeichel to announce the new partnership at an event attended by media from across Asia.