TAG Heuer have announced a new three-year partnership with English Premier League club Manchester United, becoming the team’s new official timekeeper and global partner. The announcement was made in Beijing, during the club’s pre-season China tour.
This deal will build on the Swiss watchmaker’s partnership with the Premier League for the 2016/17 season, showing a real drive from the brand to stamp its mark on football this season.
As part of the partnership, TAG Heuer’s #DontCrackUnderPressure campaign will be promoted on digital advertising boards throughout Old Trafford, the team’s home ground, and a collection of specially-crafted watches will be provided for the team and it’s staff, which will be visible throughout the club’s dressing room, Aon Training Complex and at its Manchester head office, all of which will help to solidify the brand’s presence at the club.
“This key partnership has been struck at a very exciting moment in our history. Led by our new manager we’re proud to be in China, where we enjoy vast and loyal support, preparing for an important season ahead.” wrote Richard Arnold, Manchester United’s group managing director, on their official website.
He added that “In TAG Heuer, we have a partner that will naturally be well-equipped to support us, not least because we share so much.
Our rich history can be traced back to the same era; we’ve both overcome challenges and come out stronger in our quest for the highest level of performance. Our prestige is down to our unrelenting commitment to be pioneers.”