RedBull TV appoints Tag Heuer as official timekeeper as the pair gear up for content collaboration

Tag Heuer will feature as the official timekeeper and countdown clock for events like Red Bull Rampage

Hot on the heels of its recent partnership deals with the likes of Reuters and GoPro, Red Bull Media House has inked another collaboration with Tag Heuer.

The global activation will see the Swiss Avant-garde watchmaker display a countdown clock on Red Bull TV and while a content campaign on the platform will support its wider #DontCrackUnderPressure push in which people are encouraged to push boundaries, take on challenges, and break rules.

The move expands upon an existing partnership between the watchmaker and Red Bull Racing for which Tag Heuer is currently the official timekeeper, official watch, and team performance partner.

By expanding to Red Bull TV, the new agreement will comprise immediate integration into original programming for the brand. As such, Tag Heuer and Red Bull Media House will be collaborating on upcoming content productions, one being an series called Ride to the Roots which features the highs, lows, people, places and milestones woven into in the personal histories of world class athletes. The first sponsored episode will feature pro-surfer Leonardo Fioravanti recalling how he learned to surf in the wakeless waters of Rome.

Tag Heuer will also receive immediate brand exposure on Red Bull TV and related digital platforms as viewers count down to watch live coverage of Red Bull's Rampage mountain bike event. The event follows on from the brand's successful partnership with daredevil cyclist Danny MacAskill, whose original video with Red Bull 'Imagine' became an instant viral hit when it was released in 2014.

Tag Heuer has been on a partnership spree of late as part of its wider strategy to integrate into sports, with brands and big names including: The Premier League; Claudio Ranieri; La Liga.

Red Bull, meanwhile, has also inked a slew of deals over the past 18 months with companies like: GoPro; Rueters; Sony; Intel.

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