LFP clocks back in with TAG Heuer

French soccer body secures extension with Swiss watch company until 2021.

LFP clocks back in with TAG Heuer

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The French Professional Football League (LFP) has announced that its partnership with Swiss watchmaker TAG Heuer has been extended for a further three years.

Having partnered up last season, TAG Heuer will continue to be the official timekeeper of Ligue 1 and all professional domestic French soccer competitions under the LFP’s jurisdiction.

The watch brand has a host of sport partnership deals, including being the official timekeeper of England, Germany and Spain’s top soccer divisions.

The LFP’s deputy chief executive Didier Quillot said: “At a time when the Ligue 1 Conforama is defined as the ‘League of Talents’, the extension of this partnership demonstrates the renewed attractiveness of our championship internationally, and its ability to sustain agreements with major prestigious brands.”

On their latest soccer sponsorship deal, TAG Heuer’s chief executive Jean-Claude Biver added: “It is an environment that offers us many opportunities in terms of visibility. We collaborate with teams, athletes and leagues. This French partnership is particularly close to my heart because it allows us to be visible in a country that is the cradle of luxury.”