Tag Heuer has signed a long-term partnership deal with Major League Soccer and the U.S. Soccer Federation. The deal commences on the first day of the league’s 21st season, on March 6.
The partnership also includes the Professional Referee Organization. The organization manages the referee and assistant referee program in professional soccer leagues in the U.S. and Canada. During MLS games, referees will wear a Connected Watch, Tag Heuer’s newly launched smartwatch, and the referees will sport the Tag Heuer logo on their uniform. The watch brand’s name will also be visible on the substitution board used on the sideline.
Under the terms of the deal, 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 among 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. I am certain that together we will make Major League Soccer and U.S. Soccer [Federation] louder, stronger and faster.”
MLS commissioner Don Garber said Tag Heuer is “a premium, world-class brand that has already aligned with other top leagues around the world. We think this partnership can be a catalyst for innovating how timekeeping works in global football. We look forward to working with them for many years to come.”
“Tag Heuer has a longstanding connection to sports and an impressive history of creating precision watches used by high-level athletes across the globe,” said U.S. Soccer Federation president Sunil Gulati.
The Switzerland-based Tag Heuer was founded in 1860. It also counts the Red Bull Racing team, tennis star Maria Sharapova, soccer player Cristiano Ronaldo, model and actress Cara Delevingne, electronic musician David Guetta and NFL quarterback Tom Brady among its ambassadors.