The Drum Awards Festival - Official Deadline

-d -h -min -sec

Tag Heuer Football Premier League

Tag Heuer steps up its football sponsorship with Claudio Ranieri signing


By Tony Connelly, Sports Marketing Reporter

May 5, 2016 | 2 min read

Tag Heuer is continuing to invest its sports marketing efforts in football after unveiling the world’s most talked-about manager, Leicester City's Claudio Ranieri, as its new brand ambassador.

Claudio Ranieri Tag Heuer

Claudio Ranieri Tag Heuer

The luxury watchmaker’s deal with Ranieri will see him feature in the promotional campaigns for its watches and continues Tag Heuer’s on football.

The decision to sign the 62 year-old Leicester City coach comes just days after Tag Heuer agreed a sponsorship deal with the Premier League ahead of its clean rebrand next season.

The Swiss brand will benefit from the huge surge in Ranieri’s popularity after he led Leicester City to the Premier League title in what has been widely regarded as one of the greatest upsets in sporting history.

According to analysis from Brandtix Leicester City are the number one trending Premier League team in terms of brand value, leaving them and their players well positioned to attract more top sponsors.

Having one of the world’s most popular coaches as a brand ambassador illustrates the brand’s increased focus on football sponsorship, having previously invested much of its sports sponsorship efforts in Formula One, golf and tennis.

So far this year Tag Heuer has agreed deals with the German Bundesliga, MLS, Chinese Super League and the Premier League.

Tag Heuer Football Premier League

More from Tag Heuer

View all


Industry insights

View all
Add your own content +