The Premier League have signed a deal with TAG Heuer who will become the League’s first Official Time Keeper and Watch Partner.
The agreement, which covers the three seasons 2016/17 – 2018/19, was announced today (Tuesday) with simultaneous events in Hong Kong and London.
In Hong Kong, Jean Claude Biver, CEO of TAG Heuer, was joined by former Manchester United goalkeeper, Peter Schmeichel to announce the new partnership.
Rob Diver, MD of TAG Heuer UK joined Richard Masters, Managing Director of the Premier League, and Leicester City Manager, Claudio Ranieri announced the partnership in the UK.
As the Premier League’s first Official Time Keeper and Watch Partner, TAG Heuer will have on-screen presence during global broadcasts of Premier League matches, and the 4th Official’s LED substitute/added time board will be shaped and branded as a TAG Heuer Carrera chronograph watch.
Additionally, TAG Heuer is working with PGMOL – the organisation that manages professional referees that officiate in the Premier League – to design a new TAG Heuer Connected smartwatch which will meet their timing and training needs. This watch is being developed by TAG Heuer in conjunction with Intel and Google Android Wear.
Jean-Claude Biver, CEO of TAG Heuer and Chairman of the LVMH Watch Division, stated: “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.”
Premier League Managing Director, Richard Masters, said: “We are very excited about this new partnership with TAG Heuer who will become the Premier League’s first official Time Keeper and Watch Partner.
“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.”
