TAG HEUER Official Timekeeper of U.S. Soccer
TAG Heuer has announced a landmark, long-term partnership agreement with Major League Soccer (MLS) and the U.S. Soccer Federation. The partnership, which commences on the first day of MLS’ 21st season, March 6, 2016, will further establish TAG Heuer’s standing as a worldwide timekeeper for The Beautiful Game and challenge consumers and athletes alike: #DontCrackUnderPressure. The partnership is also inclusive of the Professional Referee Organisation (PRO), the organization responsible for managing the referee and assistant referee program in professional soccer leagues in the United States and Canada.
During MLS games, PRO referees will wear a Connected Watch, the innovative and newly launched smart watch in the TAG Heuer collection. Each MLS referee will also be branded with the TAG Heuer logo on their uniform. Additionally, TAG Heuer will provide and be visible on the substitution board used on the sideline. As a premier luxury sports watchmaker, TAG Heuer will act as the Official Watch and Official Timekeeper of MLS and PRO. It will act as the Official Timekeeper of U.S. Soccer.
“Soccer is the fastest growing sport in the United States; and it is also most popular amongst the youth demographic, a generation we aim to connect with.” said Kilian Muller, President of TAG Heuer North America. “TAG Heuer is proud to already have a fruitful partnership with Bundesliga, the Professional Association Football League of Germany, and we are very proud to be a part of such an exciting new partnership within the United States and Canada.”
“We are excited to welcome TAG Heuer to the North American soccer family,” said MLS Commissioner Don Garber. “This is a premium, world-class brand that has already aligned with other top leagues around the world.”
“TAG Heuer has a long-standing connection to sports and an impressive history of creating precision watches used by high-level athletes across the globe,” said U.S. Soccer President Sunil Gulati. “We’re looking forward to the opportunity to work closely with one of the most innovative luxury brands in the world.”
