Major League Soccer and TAG Heuer announced on Monday a long-term partnership that will make the luxury sports watchmaker the official watch and official timekeeper of MLS.
The partnership also includes the Professional Referee Organization (PRO), which is responsible for maintaining the referee program in professional leagues in the US and Canada. TAG Heuer will also act as the official timekeeper of US Soccer.
“We are excited to welcome TAG Heuer to the North American soccer family,” MLS Commissioner Don Garber said in a statement released by the league. “This is a premium, world-class brand that has already aligned with other top leagues around the world. We think this partnership can be a catalyst for innovating how timekeeping works in global football. We look forward to working with them for many years to come.”
“TAG Heuer has a long-standing connection to sports and an impressive history of creating precision watches used by high-level athletes across the globe,” said US Soccer president Sunil Gulati. “We’re looking forward to the opportunity to work closely with one of the most innovative luxury brands in the world.”
During MLS games, PRO referees will wear a TAG Heuer Connected Watch, the innovative and newly launched smart watch in the company’s collection. Every MLS referee will also have the TAG Heuer logo branded on their uniform, and the company will provide and be visible on the substation board used on the sideline.
“Soccer is the fastest growing sport in the United States; and it is also most popular amongst the youth demographic, a generation we aim to connect with.” said Kilian Muller, president of TAG Heuer North America. “TAG Heuer is proud to already have a fruitful partnership with Bundesliga, the Professional Association Football League of Germany, and we are very proud to be a part of such an exciting new partnership within the United States and Canada. I am certain that together we will make Major League Soccer and US Soccer louder, stronger and faster. As a team we won't crack under pressure.”