BREAKING NEWS: Manchester United names TAG Heuer as official timekeeper


Manchester United has today unveiled TAG Heuer as its new official timekeeper and global partner.

The three-year agreement between the prestigious Swiss watchmaker and the world’s most popular football club has revealed during the club’s pre-season tour of China.

The value of the deal was not revealed, but it replaces Bulova as official timekeeper for the club, a deal known to be worth a seven figure sum.


Tag Heuer is also replacing Barclays as the sponsor of the English Premier League.

Jean-Claude Biver, TAG Heuer CEO and president of the LVMH watch division says: “Manchester United is the most prestigious football team in the world and getting into football at the highest level is for me very important. TAG Heuer doesn’t “sponsor”, we “partner” with iconic teams, organisations, and people who share similar values and a strong vision.

The deal will see TAG Heuer featuring on digital advertising boards at Old Trafford. Specially-crafted TAG Heuer timepieces will be displayed around the stadium, including in the team’s dressing room, as well as the club’s Aon Training Complex and its offices in Manchester, London and Hong Kong.

TAG Heuer branding and its brand motto #DontCrackUnderPressure, will feature across all of United’s digital platforms, including its website and social media.

Manchester United’s group managing director, Richard Arnold says: “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.

“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.

“Above all, TAG Heuer understands that the journey always continues, as time does, and I’m very proud to say that we’re now on that journey together.”

“We believe in the need for long-term work in order to truly communicate the message we have together. With Manchester United, we communicate passion, emotion, joy, dreams, team spirit, organisation, strategy and finally victory, values that are also carried by our brand and more importantly by the people who buy and wear our watches.”


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  1. Not much of a surprise really, jean-claude was in charge at Hublot when they sponsored Man Utd for some time.

    Nice to see a swiss make backing british football though.


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