Case Study / September 8, 2016

TAG Heuer

Don't Crack Under Pressure

As the brand new Official Sponsor and first ever Official Timekeeping partner of the Premier League, TAG Heuer appointed Pitch Partnerships to bring the sponsorship to life for Premier League fans.
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In 2016 TAG Heuer signed a deal to become the official timekeeper of the Premier League and needed instant credibility in football.

TAG Heuer’s familiar tag line is ‘Don’t Crack Under Pressure’.


‘Timing’ and ‘pressure’ is most engaging around big matches.

Fans engage with each other through competition.

The Idea

The Premier League Pressure Test – a campaign that would help TAG Heuer own a distinctive area in football: Pressure.


Experiential Pressure Test activations in UK cities to coincide with the highest profile
games of the season.

Ambassador-led PR with Claudio Ranieri, Freddie Ljungberg, Robert Pires and Marcel

Creation of an online portal whereby consumers can compete in the pressure test for
the chance to win Premier League tickets.

Social activation whereby online and experiential participants could post images of their score and themselves with the PL trophy using #DontCrackUnderPressure.

Pressure Test booths installed in key retail outlets.


IN-store uplift of 182% during event.
72 pieces of mainstream media coverage.
2.5m views of content.
408,171 likes, shares and comments on Facebook and Instagram.
40,000 plays of the online Pressure Test.
55m social reach.
Campaign so successful that it has been rolled out in other European markets.