TAG Heuer appoints Pitch to promote new Premier League partnership

Luxury watch brand TAG Heuer has appointed sports and entertainment agency Pitch to activate its new partnership with the Premier League, following a competitive pitch process.

TAG Heuer is now the official timekeeper of the Premier League
TAG Heuer is now the official timekeeper of the Premier League

The brand signed a three-year sponsorship deal in April to become the "official timekeeper" of the Premier League for the coming season. Referees are now keeping time with the TAG Heuer Connected watch and fourth officials are using TAG Heuer substitution boards during matches.

Pitch has been tasked with engaging football fans and promoting the brand tagline 'Don’t Crack Under Pressure'.

TAG Heuer has been expanding its brand presence in football globally, with partnerships with the German Bundesliga, the American MLS league, the Chinese Super League and more recently, last year’s Premier League winning manager Claudio Ranieri.

Pitch's recently-launched sponsorship division has a client roster that includes Thomas Pink, Swissquote and now the recruitment firm Hays, to promote its partnership with Manchester City Football Club.

The Premier League itself is also looking for a new agency, as PRWeek reported last month.

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