TAG Heuer links up with lead UK tennis body

By

Nigel TAYLOR

Published
Dec 11, 2020

Swiss luxury watchmaker TAG Heuer is to partner the Lawn Tennis Association (LTA), the national governing body for the sport in the UK, including the world-famous Wimbledon tournament.

The three-year partnership, effective 1 January 2021, will see the brand become an official partner and the official timekeeper at the LTA’s programme of major summer events.

Its association will include a clock tower on the main concourse at each venue, as well as a central ‘TAG Heuer Match Clock’, while tournament umpires will ensure matches are kept to 'TAG time'.

In a year ravaged by cancelled spectator sporting events globally, sponsorship and business support will be key to many in the year ahead.

TAG Heuer’s UK managing director Rob Diver said: “The partnership between TAG Heuer and the LTA becomes another significant moment in the company’s history in the UK.

“We recognise in tennis our own brand values of high precision, high performance and mental strength” he continued. “We’re hugely motivated by this partnership and look forward to working closely with the LTA and its world-class tournaments”.

Scott Lloyd, LTA chief executive, said: “We’re excited to partner with [TAG] to help us grow tennis in Great Britain. Our commercial strategy is a key part of how we support tennis across the country”.