Today Avant-garde Swiss watchmaker TAG Heuer announced a thrilling partnership with Football Federation Australia (FFA) to become the Official Watch and the Official Timekeeper of Australia’s men’s national football team, and Asian Cup champions, the Caltex Socceroos.
The four year partnership, which further cements TAG Heuer’s dominance in timekeeping for major football teams and leagues across the globe, kicks off tonight with the FIFA World Cup qualifier against Jordan at Allianz Stadium, Sydney.
The partnership will see TAG Heuer substitution boards at Socceroos matches, on-field signage for home games, and TAG Heuer watches included in the official Socceroos off field team uniform. TAG Heuer will also sponsor the Fox Sports broadcast for Caltex Socceroos matches.
TAG Heuer CEO and President of the LVMH Watch Division Jean-Claude Biver said: “Football is fastest growing sport in Australia, and the most popular sport in the world. Football is like a language between people or a religion. With football we communicate passion, success, 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.
“Football is a global sport and football speaks to everybody, including of course our customer of tomorrow, through all these young people that cannot buy our watches now, but some of them will be able to buy them tomorrow. It’s always an asset to communicate not only to your customers today, but also to your future customer. And for that purpose football is just the best support.”
“I am very proud to be part of such an exciting partnership. I am certain that together we will make Football Federation Australia louder, stronger, and faster. As a team we won’t crack under pressure.”
FFA CEO David Gallop said: “We are excited at the opportunity to work closely with one of the most innovative luxury brands in the world. The partnership with TAG Heuer offers great synergy with the Caltex Socceroos, which is also a premium sporting product.”
“TAG Heuer has aligned with an impressive list of overseas football and sporting brands and competitions across the globe and we’re delighted they have seen value in forming this long term partnership with the Caltex Socceroos.”
The partnership promises to deliver electrifying and exciting engagement for football fans in Australia and beyond, and in the perfect collaboration, the Socceroos who say “We are 24 million, we are 11, but on the pitch our heart beats as one.”
The Socceroos’ thirst for success honors the very spirit of TAG Heuer’s motto #DontCrackUnderPressure.
About TAG Heuer
TAG Heuer is the Swiss Avant-Garde watchmaker since 1860. Avant-garde is our culture and our philosophy. TAG Heuer’s unique heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create watches with real racing spirit and a performance touch. The brand has marked the history of watchmaking, especially in the field of chronographs with an unparalleled mechanical accuracy.
With Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division at the helm, the new models reveal a new dynamic in terms of both the fast lead times 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. Its partnerships (F1 Red Bull Racing Team, German Football Bundesliga, World Surf League & Big Wave Tour, FIA Formula E, Monaco Grand Prix…) and the brand ambassadors, living football legend Cristiano Ronaldo, it-girl Cara Delevingne, American Quarterback Tom Brady, Chris Hemsworth, DJs David Guetta & Martin Garrix, Chinese singer GEM and actor Li Yifeng… all reflect common core values of mental strength, disruptive attitude and ambition. The brand’s motto #DontCrackUnderPressure is far more than a command – it is a mindset. TAG Heuer is part of the LVMH Group.
