TAG Heuer appoints Pitch to launch Premier League partnership

TAG Heuer has appointed Pitch Partnerships, the new sponsorship division of Pitch PR, to launch the luxury watch brand’s partnership with the Premier League.

TAG Heuer, part of the LVMH Group, recently became the first “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 Tag Heuer substitution boards during matches.

Following a competitive pitch process, Pitch Partnerships has been chosen to create a distinctive activation strategy that will use TAG Heuer assets to engage football fans through social, digital, PR and experiential, promoting 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 Leicester City’s manager Claudio Ranieri.

Emelie De Vitis, marketing and retail director at Tag Heuer, said: “Pitch showed us it has 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.”

Last week, specialist recruitment company Hays appointed Pitch to raise the profile of its partnership with Manchester City Football Club.