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Tag Heuer said to pay £5m for Premier League deal

Published Wed, Apr 27, 2016 · 09:50 PM
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London

WATCHMAKER Tag Heuer is paying about £5 million (S$6.5 million) a season to become a sponsor of the Premier League, which is embracing a new marketing strategy that includes many corporate partners instead of one title sponsor.

The value of the three-year deal was revealed by a person familiar with the terms who asked to remain anonymous because the league and the watch company have not made them public. Tag Heuer, which has agreements with Germany's Bundesliga and Major League Soccer in the US, will be the league's first official time keeper and watch partner.

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