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Premier League confirms Hublot as new official timekeeper

LVMH swaps out Tag Heuer as brand concentrates on motorsport.

9 September 2020 Tom Bassam

Getty Images

  • Hublot to supply referee watches and gain broad branding inventory
  • Premier League joins Swiss watchmaker’s extensive soccer portfolio

The Premier League has announced a new partnership with Hublot that sees the watch brand become the official timekeeper of English soccer’s top flight for the 2020/21 season.

The deal will see Hublot watches used by Premier League officials to time all matches, with pitchside and broadcast branding designed to deliver exposure to a global audience that Nielsen estimates at 3.2 billion.

The Swiss luxury brand will also be represented at every game via a Hublot Big Bang branded digital referee board to be used by the fourth official to signal extra time and substitutions. Match officials will also time matches using a Hublot Big Bang smartwatch, which incorporates the Premier League’s goal-line decision technology.

To add value to the partnership between matches, Hublot will also feature on all of the Premier League’s digital platforms.

The announcement brings an end to fellow LVMH watchmaking brand Tag Heuer’s four-year partnership with the Premier League. According to LVMH Watch and Jewellery chief executive Stéphane Bianchi, Tag Heuer is refocusing its investments on its core motorsports, speed and precision sports sponsorships.

Hublot has a large portfolio of soccer partnerships which includes the Fifa World Cup, a broad relationship with Uefa covering men’s and women’s competition at international and club level, plus individual relationships with high-profile clubs and players.

The Premier League has announced a new partnership with Hublot 

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