Bundesliga sign first official timekeeper in Tag Heuer

3 August 2015 | Commercial & Sponsorship
The Bundesliga has signed Swiss watch brand Tag Heuer as its first official timekeeper and watch.

The new deal will see the top two tiers of German league soccer, the Bundesliga and the 2. Bundesliga, played with Tag Heuer timekeeping.

The three-year deal, financial terms for which were not released, will see Tag Heuer receive a host of pitchside advertising rights, as well as integration into the Bundesliga's digital communication platforms.

The Swiss brand, led by maverick marketer Jean-Claude Biver, also intends to incorporate its brand motto, '#DontCrackUnderPressure', at all levels of the partnership.

"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," said Biver.

“We are delighted to have found in TAG Heuer a partner whose commitment to quality and international outlook are a perfect firt with the Bundesliga. Especially since signage sponsoring offers such high visibility on a global scale. We are more than confident that both sides will benefit from this partnership over the coming years,” said Bundesliga chief executive Christian Seifert.

Tag Heuer joins Hermes, Sky, Adidas, Krombacher, Topps and EA in the Bundesliga's portfolio of sponsors.

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