Swiss watchmaker Tag Heuer has signed a sponsorship deal with the Chinese Super League (CSL).
The brand will become the official timekeeper and official watch of the top tier of Chinese soccer. The deal will give Tag Heuer a range of branding rights and was announced in Beijing at Beijing's National Stadium, popularly known as the 'Bird's Nest'.
In February, Tag Heuer completed a similar deal with Major League Soccer (MLS) in the US.
"Chinese football is a world of endless passion and dream with a potential that knows no boundary," said Leo Poon, the Greater China general manager for Tag Heuer. "With the partnership between Tag Heuer and CSL, we look forward to injecting avant-garde spirit and innovative practices into Chinese football, inspiring the passion for football of the younger generation and power up the future development of Chinese football and education."
CSL chairman Ma Chengquan added: "We are very happy to partner with Tag Heuer. Since established in 2004, CSL has become the most influential sport event of Chinese football. Football spirit advocates passion, determination and team work. With such an internationally renowned brand that perfectly combined sport performance and technological innovation as Tag Heuer, we are sure that the partnership will be something really special."
CSL clubs have invested heavily in playing talent this year, bringing in the likes of Ramires, Gervinho, Alex Texeira and Ezequiel Lavezzi from Uefa Champions League clubs in Europe after completing a five-year, US$1.25 billion deal with Ti'ao Power for domestic TV rights last September.
