The luxury watch brand selected Pitch PR’s new sponsorship division, Pitch Partnerships, to devise the activation strategy that will use Tag Heuer’s assets to engage football fans across social, digital, PR and experiential activity and promote its “Don’t Crack Under Pressure” marketing motto.
Emelie De Vitis, marketing and retail director at Tag Heuer, said: “Pitch showed us they have the right insight and expertise to activate our partnership with the Premier League. We will be working collaboratively with Pitch to solidify our presence in football this season and engage fans through experiential and social activity.”
Gavin Peters, director of Pitch Partnerships, said: “We are thrilled to be working with a brand of Tag Heuer’s stature, especially at this exciting time as it embarks on a new journey into the football world with the Premier League partnership. Given the fantastic new product range and values associated with the brand, we are delighted to be working with Tag Heuer to help bring together technology, luxury and the passion of football.”
As part of the sponsorship with the Premier League referees keep time with the Tag Heuer Connected watch and fourth officials use Tag Heuer substitution boards during matches.
In recent years Tag Heuer has broadened its sports sponsorship portfolio beyond tennis, Formula One and golf to focus on football. As well as the Premier League the brand’s football partnerships now include the German Bundesliga, MLS, Chinese Super League and Leicester City manager Claudio Ranieri.