September 1 – Swiss watchmaker Tag Heuer has expanded its sponsorship portfolio into Asia agreeing a four-year deal with the Asian Football Confederation (AFC). It will become the Official Timekeeper & Official Watch of the AFC’s national competitions including the 2018 FIFA World Cup Asian Qualifiers Final Round (that starts tonight), the 2018 AFC Women’s Asian Cup and the AFC Asian Cup in 2019.
TAG Heuer had a busy pre-season in the European market agreeing official sponsorship deals with of Spain’s La Liga and England’s Premier League – it was already official timekeeper of Germany’s Bundesliga. The wastchmaker also expanded its footprint into club football in July announcing it is the Official Timekeeper and Global Partner of Manchester United.
No figure was placed on the Manchester United, deal but the amount for the three-year Premier League sponsorship has been estimated at £7.3 million per season.
The move into Asia to align with the AFC’s national team competitions recognises the growing commercial value of these properties.
AFC General Secretary Dato’ Windsor John said: “We are very glad to be working with TAG Heuer and they will be the professional and reliable timekeeper for the 2018 FIFA World Cup Asian Qualifiers Final Round. Every minute, every second can be vital in a football match and the AFC’s Vision and Mission is to enhance our competitions – and that includes with top brand partners.
“The AFC’s competitions are growing in terms of competition and excitement, with more and more fans watching in the stadiums and on television and it is a testament to the strength of the game in Asia that we have agreed this partnership with TAG Heuer.”
TAG Heuer has expanded beyond European football boundaries with its sponsorship dollars before, taking a late sponsorship for 2016 Copa America Centenario this summer. In Asia is signed a deal with the Chinese Super League in March and also has deals in Australia.
Jean-Claude Biver, TAG Heuer CEO & President of the LVMH Watch division said: “Football is the most popular sport in the world. Football is like a language between people or a religion. With football, we communicate passion, emotion, joy, dreams, team spirit, organization, 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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