In soccer, an off-season is never really a quiet time. Manchester United’s, for instance, is filled with transfer rumors, tours and also a special partnership announcement
During a tour to Beijing, China, the squad unveiled TAG Heuer as its new Official Timekeeper and Global Partner, because to call the watch brand as a mere sponsor will be an understatement.
As explained by Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division, “TAG Heuer doesn’t ‘sponsor,’ we ‘partner’ with iconic teams, organizations, and people who share similar values and a strong vision.”
As a result, TAG Heuer will be featured heavily on digital advertising boards at Old Trafford. Moreover, the watch manufacturer will place specially-crafted timepieces in the dressing room, training complex and even in the club’s offices in London and Hong Kong.
The unveiling event in Beijing was also attended by Manchester United players, both active and retired such as Wayne Rooney, Marcus Rashford and Park Ji Sung.