TAG Heuer, part of the LVMH Group, recently became the first ever Official Timekeeper of the Premier League. As part of the agreement, Premier League referees are now keeping time with the TAG Heuer Connected watch, with fourth officials using hi-tech Tag Heuer substitution boards during matches.
Following a competitive pitch process, Pitch Partnerships has been chosen to devise a distinctive activation strategy that will use TAG Heuer assets to engage football fans in through social, digital, PR and experiential, bringing to life its “Don’t Crack Under Pressure” brand philosophy. TAG Heuer’s brand presence in football currently includes partnerships with the German Bundesliga, MLS, Chinese Super League and more recently Claudio Ranieri.
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.”
Pitch PR was founded in 2002 by Henry Chappell, and is one of the UK’s leading sports communications agencies. The agency’s new sponsorship division, Pitch Partnerships, was launched earlier this year with the appointment of Gavin Peters, and is already undertaking sponsorship work for a number of brand clients including Hays and Thomas Pink.