TAG Heuer becomes official partner, timekeeper and watch of the LTA
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The LTA announces new partnership with the Swiss luxury watchmaker TAG Heuer ahead of the new season.
The three-year partnership, beginning on 1 January 2021, will see TAG Heuer become an Official Partner and the Official Timekeeper at the LTA’s program of summer major events.
TAG Heuer’s presence at these high-profile ATP and WTA sanctioned tournaments will include a clock tower on the main concourse at each venue, as well as a ‘TAG Heuer Match Clock’, whilst the tournament umpires will ensure the matches are kept on TAG Heuer time.
“TAG Heuer has an unrivalled sports timekeeping pedigree going back more than 160 years,” said TAG Heuer’s UK Managing Director, Rob Diver. “The partnership between TAG Heuer and the LTA becomes another significant moment in the company’s history in the UK.
“We recognize 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: “TAG Heuer is a highly respected and prestigious brand so we’re excited to partner with them to help us grow tennis in Great Britain. Our commercial strategy is a key part of how we support tennis across the country, and I’m very pleased to add TAG Heuer to the growing list of high-profile partners we will be working with in 2021 and beyond.”
TAG Heuer, which first entered the world of sports timekeeping over 100 years ago, is already working with some of the most explosive, stylish talents in tennis. Ambassadors include double Wimbledon champion Petra Kvitova, Canada’s rising stars Denis Shapovalov and Felix Auger-Aliassime, the big-serving American Frances Tiafoe, and Australia’s number one, Alex de Minaur. These champions show time and again what it means to live by the mantra #DontCrackUnderPressure.