Manchester United sign Swiss deal in latest ‘key partnership’

Manchester United have today announced a new three-year deal with TAG Heuer.

The agreement, which will make the Swiss watchmaker United’s new official timekeeper and global partner, was celebrated in Beijing this week by a swathe of MUFC players and representatives who are currently in China for Tour 2016.

Club ambassadors Ji-sung Park and Denis Irwin, two of MUFC’s most decorated players, were at the event alongside TAG Heuer’s general manager for Greater China, Leo Poon.

The TAG Heuer brand will now feature on digital advertising boards at Old Trafford, while TAG Heuer watches will be displayed at various points around the stadium. Further, the firm’s brand motto, #DontCrackUnderPressure, will feature across United’s website and social channels.

Richard Arnold, Manchester United’s group MD, said: “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.”

He added: “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.”

TAG Heuer CEO and president of the LVMH watch division, Jean-Claude Biver, commented: “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.

“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.”

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →