German Football League (DFL), organisers of the top two divisions of club football in the country, have extended their partnership with Tag Heuer.
The deal first signed in 2015-16 season will see the Swiss luxury watch brand will continue to serve as an Official Partner and the Official Timekeeper of Bundesliga and 2. Bundesliga (Bundesliga 2), SportBusiness has reported.
Under the terms of the extended agreement, Tag Heuer will be integrated as graphic sponsor in coverage of Bundesliga and Bundesliga 2 matches on television and will receive extensive advertising and licensing rights.
Other rights include the ‘Rookie Award’, which is presented jointly by Bundesliga and TAG Heuer on a monthly and yearly basis to the best up-and-coming Bundesliga player, and the naming rights for the Bundesliga esport tournament, which brings together the best esport competitors under the banner of the TAG Heuer Virtual Bundesliga.
The idea of Bundesliga sponsorship deal was conceived by TAG Heuer’s chief executive Jean-Claude Biver, who enjoys a reputation as the watch industry’s most outspoken executive, to address a major business slump in Germany.
TAG Heuer is also the official time keeper and sponsor of number of other professional club football leagues and tournaments including La Liga, Premier League, Ligue 1, Copa Libertadores. It also serves as the official timekeeper of Formula E.