Swiss luxury watch maker Tag Heuer has signed a partnership with US Soccer and Major League Soccer.
Tag Heuer signed last year a marketing partnership with the German Bundesliga. Today the Swiss luxury watch maker announced that it will enter the US soccer market.
TAG Heuer today announced a long-term partnership agreement with Major League Soccer (MLS) and the U.S. Soccer Federation. The partnership, which commences on the first day of MLS’ 21st season, March 6, 2016.
The partnership is also inclusive of the Professional Referee Organization (PRO), the organization responsible for managing the referee and assistant referee program in professional soccer leagues in the United States and Canada. During MLS games, PRO referees will wear a Connected Watch, the innovative and newly launched smart watch in the TAG Heuer collection and a favorite among athletes. Each MLS referee will also be branded with the TAG Heuer logo on their uniform. Additionally, TAG Heuer will provide and be visible on the substitution board used on the sideline.
As a premier luxury sports watchmaker, TAG Heuer will act as the Official Watch and Official Timekeeper of MLS and PRO. It will act as the Official Timekeeper of U.S. Soccer. Through the partnership, and by leveraging MLS’ and U.S. Soccer’s passionate and growing fan bases, TAG Heuer strives to further elevate its global status as a worldwide luxury watch brand and provider of unparalleled fan engagement.
“Soccer is the fastest growing sport in the United States; and it is also most popular amongst the youth demographic, a generation we aim to connect with.” said Kilian Muller, President of TAG Heuer North America. “TAG Heuer is proud to already have a fruitful partnership with Bundesliga, the Professional Association Football League of Germany, and we are very proud to be a part of such an exciting new partnership within the United States and Canada. I am certain that together we will make Major League Soccer and U.S. Soccer louder, stronger, and faster. As a team we won't crack under pressure.”
“We are excited to welcome TAG Heuer to the North American soccer family,” said MLS Commissioner Don Garber. “This is a premium, world-class brand that has already aligned with other top leagues around the world. We think this partnership can be a catalyst for innovating how time-keeping works in global football. We look forward to working with them for many years to come.”
“TAG Heuer has a long-standing connection to sports and an impressive history of creating precision watches used by high-level athletes across the globe,” said U.S. Soccer President Sunil Gulati. “We’re looking forward to the opportunity to work closely with one of the most innovative luxury brands in the world.”
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