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Two events held simultaneously in Hong Kong and London by the Premier League & TAG Heuer, to announce and seal their new agreement. Twenty teams, all their matches, and the most followed football league in the world, will now be running on TAG Heuer time, both on English pitches and on broadcasts across the globe in 185 countries. On the field, the fourth official's boards will now be shaped like a TAG Heuer Carrera watch, and will bear the name of the Swiss watch brand. The referees will be sporting the TAG Heuer Connected smartwatch. During TV broadcasts, the TAG Heuer logo will also appear on screen.
The Swiss watch brand TAG Heuer is very proud to announce today that it has been selected as the first ever Official Timekeeper and Official Watch of the Premier League. Already the Official Timekeeper for the German Bundesliga, MLS (Major Soccer League) in the USA, the 2016 Copa America which will take place in the USA in June, the Chinese Football Association Super League, and the Australian National Football team, TAG Heuer is now also the partner of the prestigious English Championship. The, new partnership between the Premier League and TAG Heuer was being jointly unveiled in simultaneous announcements taking place in London and Hong Kong. A duplex connection enabled communication between the two events:
- In Hong Kong, Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, symbolically sealed the deal with Tom Greenwood representing the Premier League, and the Premier League legend Peter Schmeichel, around a wheel of the Alpine cheese Mr Biver produces on his pasture in Switzerland, in the company of guests. The ceremony took place in the Four Seasons Hotel, and clearly demonstrated that English football is as popular in Asia as it is back home in the UK.
- In London, Richard Masters, Managing Director of the Premier League, Rob Diver, Managing Director of TAG Heuer UK, and Mike Riley, General Manager of the League’s referees simultaneously sealed the deal at Café Royal in the heart of the capital, joined by many guests, including Claudio Ranieri**.
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. 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.”
This agreement with the Premier League ensures that TAG Heuer will be visible on all of the fourth official's boards, now shaped like a TAG Heuer Carrera chronograph with a tachometer scale, the Swiss watch brand's immediately recognisable piece. The brand name will also appear in full on the lower section of the board.
The referees will sport the new TAG Heuer Connected smartwatch, developed by the Swiss brand in conjunction with Intel and Google Android Wear.
Finally, the TAG Heuer logo will appear during Premier League match broadcasts to 730 million homes in 185 countries across the world. Of course, TAG Heuer branding and its brand motto, #DontCrackUnderPressure, will also feature across all of the Premier League’s digital platforms, including its website and social media.
The Premier League is one of the most popular competitions in global sport. Across the globe, fans of English football follow the matches each week in the UK, in Asia, in Europe, in Australia, in the US and in South America: the notoriety and buzz around the Premier League is far reaching.
The Premier League is also deemed to be one of the most physically demanding for the players: the League runs from August to May each year, and sees 20 English professional clubs battle it out over 38 match rounds with the winner crowned as Premier League champion. This creates a suspense and a magic which ensures that the Premier League is a truly gripping sporting event.