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5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
WatchesFeb 24, 2016
TAG Heuer Connects With Soccer in the U.S.
The watch brand has announced a long-term partnership that will see it become the official timekeeper of Major League Soccer and the U.S. Soccer Federation when the new season kicks off March 6.
As part of its new partnership with Major League Soccer, all referees will wear TAG Heuer’s new smartwatch, the Connected, as well as uniforms branded with the company’s logo.
New York--TAG Heuer has aligned itself with yet another sports organization, announcing a long-term partnership agreement with Major League Soccer and the U.S. Soccer Federation.
It officially will begin on the first day of MLS’s new season, March 6, when the brand will become the official watch and the official timekeeper of MLS and PRO, as well as the official timekeeper of U.S. Soccer.
During MLS games, PRO referees will wear a TAG Heuer Connected watch, the brand’s recently launched smartwatch. Each referee also will be wearing a uniform that has been branded with the TAG Heuer logo.
Additionally, TAG Heuer will be visible on the substitution board along the sidelines.
“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 U.S. Soccer louder, stronger and faster.”
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