The Drum Awards Festival - Official Deadline

-d -h -min -sec


By Tony Connelly, Sports Marketing Reporter

February 16, 2017 | 2 min read

Tag Heuer has launched a new campaign around its Premier League sponsorship which tests football fans knowledge in an intense time-pressured quiz.

The latest stunt builds on its #DontCrackUnderPressure campaign and allows fans to represent their team in a quiz testing their Premier League IQ.

In addition to running online, the Swiss watch brand is also hosting ‘Pressure Test Live’ events which Premier League legends Marcel Desailly and Robert Pires helped to kick off.

The event featured a pre-game discussion focused on Chelsea v Arsenal and saw the pair discuss stories from their careers with the teams as well as insights into how players manage pressure and their use of social media in today's landscape.

Fans who scored high in in the Tag Heuer Pressure Test where invited to attend the event and represent their club in a high-pressure atmosphere.

The Tag Heuer Premier League Pressure Test was created in collaboration with Pitch Marketing Group, to connect with football fans across social, digital, PR and experiential.

Discussing the campaign, Gavin Peters, head of Pitch Partnerships, said: “We know that football sponsorship is a very cluttered space, with fans regularly receiving hundreds of messages from brands associated with the sport. With Tag Heuer’s Pressure Test, we’ve created a really distinctive campaign brought to life through a variety of really engaging activities

Emelie De Vitis, marketing and retail director at Tag Heuer, added: “Following the success of the Pressure Test at the beginning of the season, we have introduced new and exciting concepts to connect with fans’ passions, taking the exciting activation to the next level.

“The Tag Heuer Premier League Pressure Test is an exciting integrated campaign which has caught the imagination of football fans. We are delighted that the campaign works across a range of touchpoints for fans, immersing them in a TAG Heuer and Premier League experience.”

Tag Heuer Football Sports Marketing

More from Tag Heuer

View all