TAG renews Ligue 1 rights deal for three more seasons
TAG Heuer, the Swiss watch brand, today announced a three-year extension to its sponsorship deal with the LFP, the French soccer league.
A year ago, TAG became the official timekeeper of Ligue 1, the Coupe de la Ligue and the Trophée des Champions, the annual match between the winners of the two aforementioned competitions, for the 2017-18 season, and that contract has now been prolonged until the end of the 2020-21 campaign.
TAG will continue to receive brand exposure in televised matches and on the LED substitute/added time board used by the fourth official, and sponsor the Ligue 1 fastest goal of the month trophy.
Didier Quillot, executive director general of LFP, said: "The extension of this partnership demonstrates the renewed attractiveness of our championship internationally, and its ability to sustain agreements with major prestigious brands."
Jean-Claude Biver, chief executive of TAG Heuer, added: "Football is a global sport that is a universal language. That's why TAG Heuer is involved. It is an environment that offers us many opportunities in terms of visibility. We collaborate with teams, athletes and leagues. This French partnership is particularly close to my heart because it allows us to be visible in a country that is the cradle of luxury."
Earlier this month, TAG extended its sponsorship of English soccer's top-tier Premier League, as its existing three-year deal as the official timekeeper is due to expire at the end of this season.
TAG also has deals in place with Spain's LaLiga and Germany's Bundesliga.