TAG Heuer to Become the Official Timepiece, Timekeeper and Countdown of Soccer’s International Champions Cup Presented by Heineken®
TAG Heuer is proud to be the Official Timekeeper, Timepiece and Countdown of the International Champions Cup Presented by Heineken® for the first time. This year marks the 5th Annual International Champions Cup taking place this summer from July 19 – July 30 in the United States.
The International Champions Cup Presented by Heineken® consists of 12 total matches boasting eight of the world’s top soccer clubs facing off at the most iconic stadiums in the United States. The global tournament has previously hosted matches in more than 35 cities, 11 countries and four continents, expanding internationally into both China and Europe in recent years.
TAG Heuer will have assets at the 5 premier games listed below. TAG Heuer will be showcased in-game, deliver on-site activations and ticket giveaways for fans in Houston and Miami, as well as showcase the brand’s luxury timepieces in select markets throughout the tournament.
• July 20- Manchester United F.C. v. Manchester City F.C. (NRG Stadium- Houston, TX)- “Manchester Derby”
• July 23- Real Madrid C.F. v. Manchester United F.C. (Levi’s Stadium- San Francisco, CA)
• July 26- FC Barcelona v. Manchester United F.C. (FedExField- Washington, D.C.)
• July 26- Real Madrid C.F v. Manchester City F.C. (LA Memorial Coliseum- Los Angeles, CA)
• July 29- Real Madrid C.F. v. FC Barcelona (Hard Rock Stadium- Miami, FL)- “El Clásico”
TAG Heuer will also showcase branded substitution boards, TV visible LED signage, on field brand promotion, branded walkout tunnels, a digital and social integration and a countdown clock on the International Champions Cup Presented by Heineken® webpage at each of the 5 aforementioned games.
Soccer requires strength, endurance and exactness, challenging its athletes not to crack under pressure even under the most extreme conditions. TAG Heuer’s partnership with the International Champions Cup Presented by Heineken® is a natural broadening of the brand’s involvement in the sport as it reaches even further into the growing soccer fan base.
TAG Heuer is a leading partner of soccer on a worldwide scale, acting as the Official Watch and the Official Timekeeper for leading competitions, leagues and teams all over the globe, including among others: the Premier League and Manchester United Football Club, the Bundesliga, La Liga, J-League, the China Super League, the Chinese men’s national team, the Australian men’s national team, the AFC Asian Cup, as well as Major League Soccer and the United States Soccer Federation.
About TAG Heuer
TAG Heuer, the avant-garde of Swiss watchmaking since 1860. Ever since, TAG Heuer has been striving to push the boundaries further, inventing timepieces for those who love to defy convention. This technical expertise was harnessed at a very early stage for achieving extreme accuracy, particularly in the creation of exceptional chronographs.
Under the impetus of Jean-Claude Biver, CEO of TAG Heuer and Chairman of the Watch Division of LVMH Group, the new models, including the connected watch developed with Intel and Google, exhibit a new dynamism: faster lead times and developments to better respond to market expectations, and a completely transformed environment. TAG Heuer is currently the only watch brand to be able to communicate in the four different worlds: Art, Lifestyle, Sport and Heritage.
Our partnerships (in football, with the English Premier League, Manchester United, the Bundesliga, the Major Soccer League in the US, the Chinese Football League, the Japanese Football League and the Australian national football team, and also the World Surf League and its Big Wave Tour, the FIA Formula E Championship, the F1 Monaco Grand Prix, the BMC Racing cycling team…) and our ambassadors (the F1 Red Bull Racing Team, living football legend Cristiano Ronaldo, It girl Cara Delevingne, electronic music icons David Guetta and Martin Garrix, American star quarterback Tom Brady, Australian actor Chris Hemsworth…) all reflect the values shared by the brand – teamwork, ambition and a taste for challenge – which drive TAG Heuer to go beyond the traditions of the watchmaking industry. Our slogan #DontCrackUnderPressure is much more than an affirmation: it’s a state of mind. TAG Heuer is an LVMH Group company. For more information, visit tagheuer.com
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