Swiss Luxury watch brand Tag Heuer and the German Bundesliga signed a marketing deal.
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One of the world's most powerful football leagues was given an enormous boost by Germany's victory in the World Cup. Bundesliga matches are followed by a TV audience of hundreds of millions every week, not only in Germany but throughout 208 countries in the world.
The announcement was made just before the famous SuperCup 2015 kicks-off between VfL Wolfsburg (Cup Winner) and FC Bayern Munich (Championship winner) on Saturday.
Jean-Claude Biver, CEO of TAG Heuer & President of the Watch Division - LVMH Group, and Christian Seifert, CEO of the Bundesliga (Deutsche Fussball Liga) announced a three-year partnership.
Jean-Claude Biver said: "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."
“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. 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 Christian Seifert.
Tag Heuer says that the marketing activities will go beyond the stadium advertising boards and the traditional event communication methods.
TAG Heuer and the Bundesliga aim to create a new world in the sporting arena, a creative, cutting-edge partnership using brand new digital media. Tag Heuer's brand motto, #DontCrackUnderPressure, will be incorporated at all levels, from the highest and most visible to the promotion of young talent and the upcoming generations.
The associations with German Bundesliga appears to be a smart move by the Swiss luxury watch brand. Tag Heuer is involved with several sports and has many athlete brand ambassadors.
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The company will also enter soon the smartwatch market in partnership with Google. While we see a great fit between the Tag Heuer brand and the Bundesliga, we are less certain if the Google Android brand will work out for Tag Heuer.