Contract details
Start date:
End date:
Status:
2016
2020
Official time keeper
Leagues and Tournaments:
Tag Heuer: Official Timekeeper of the Premier League
In April 2016, Tag Heuer became the Premier League’s first-ever Official Timekeeper and Watch Partner, marking a major step in the brand’s deepening relationship with football. The agreement covered the three seasons from 2016/17 to 2018/19, setting the stage for a groundbreaking collaboration that brought the luxury watch brand into the heart of English football.
TAG Heuer & the prestigious @premierleague join forces in London to announce some great news #DontCrackUnderPressure pic.twitter.com/NZxBqViwTb
— TAG Heuer (@TAGHeuer) April 26, 2016
A Global Partnership Announcement
The partnership was officially announced on April 26, 2016, during simultaneous events held in Hong Kong and London. In Hong Kong, Tag Heuer CEO Jean-Claude Biver was joined by Premier League legend Peter Schmeichel to unveil the partnership in front of an international media audience. Meanwhile, in London, Premier League Managing Director Richard Masters and Leicester City Manager Claudio Ranieri were part of the announcement, bringing the new collaboration to the UK market.
So proud to announce our new role as first ever #OfficialTimekeeper & #OfficialWatch of the @premierleague! pic.twitter.com/7pQ0QVaPJ6
— TAG Heuer (@TAGHeuer) April 26, 2016
Tag Heuer’s Impact on Premier League Broadcasts and Matchday Operations
As part of the partnership, Tag Heuer’s branding became visible during global broadcasts of Premier League matches. The fourth official’s LED board, which tracks added time and player substitutions, was redesigned to feature the iconic Tag Heuer Carrera chronograph watch. This on-screen presence ensured the brand’s visibility across millions of viewers worldwide.
Furthermore, Tag Heuer worked with the Professional Game Match Officials Limited (PGMOL) to design a new, high-tech Tag Heuer Connected smartwatch. This smartwatch was developed in collaboration with Intel and Google Android Wear and was tailored to meet the timing and training needs of Premier League referees. The wearable tech was a key innovation that contributed to the growing influence of smart technology in sports.
Tag Heuer’s Commitment to Precision: Enhancing the Premier League Experience
In 2018, the Premier League and Tag Heuer extended their partnership, ensuring that all matches would continue to be run on “Tag Heuer time.” This partnership reached new heights with the unveiling of the Premier League Interactive Watchface for Tag Heuer Connected Modular watch owners at the start of the 2018/19 season.
The interactive watchface allowed fans to stay engaged with the Premier League by customizing their watch display with their favorite team, checking match timings, and receiving real-time notifications on match events such as kick-offs and goals. The innovative watch feature was designed to enhance the fan experience, offering instant access to match updates directly on the wearer’s wrist.
Innovative Fan Engagement: Connecting the Watch and the Game
Tag Heuer’s interactive watch face took fan engagement to the next level by offering customized notifications for match events. Watch owners could receive alerts about match kick-offs and goals in real-time, making them feel even more connected to the live action of the Premier League.
The End of the Partnership
The partnership between Tag Heuer and the Premier League concluded at the end of the 2019/2020 season.
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