The Premier League has added Tag Heuer to its growing list of sponsors as it moves forward with its new clean brand strategy designed to open up more commercial opportunities for the league and its clubs.
Tag Heuer made the announcement today (26 April), making it one of the first new brands to join the Premier League during its revamp of sponsors.
As part of the deal, hi-tech Tag Heuer substitute board will be used by fourth officials from start of next season and officials will wear specially designed Tag Heuer watches during matches.
Until recently the Swiss watchmaker has largely focused its sports sponsorships on the likes of Formula One, golf and tennis but has begun to turn its attention to football.
Prior to striking a deal with the world’s richest domestic league Tag Heuer sided with the German Bundesliga before going on to announce sponsorship deals with the MLS and Chinese Super League.
When the curtain is drawn on what has been the most memorable season in recent footballing memory the Premier League will no longer have its title sponsor in Barclays.
The decision is based on a new sponsorship strategy designed to open up more sponsorship opportunities worldwide. The absence of a title sponsor is expected to attract more secondary sponsors while also allowing clubs to sign up their own financial partners.
Alongside Tag Heuer the Premier League has Nike, Electronic Arts and Barclays on board as sponsors for next season.