The man responsible for bringing the worlds of watches and football together has done it again. After bagging the prestigious partnership with FIFA for Hublot as the Official Timekeeper of the World Cup, Jean-Claude Biver is now taking the brand down the same route with TAG Heuer.

Less than two weeks after announcing a brand-new advertising campaign with its star ambassador Cristiano Ronaldo, TAG Heuer chose today’s SuperCup 2015 match between VfL Wolfsburg (the Cup winners) and Bayern Munich (the Championship winners and a partner of TAG Heuer’s sister brand, Hublot) to announce a major new deal with the German Bundesliga.

“The Bundesliga is one of the most powerful and comprehensive platforms imaginable,” says Jean-Claude Biver. “It will allow us to pursue a different perspective in terms of our sponsorship, with huge new possibilities, particularly in the digital arena. We are preparing for the future.”

In practice, this means that the new partnership, which sees TAG Heuer become the official timekeeper and official watch of the Bundesliga, will go far beyond the scope of anything seen so far in sports sponsorship, breaking the mould and using brand-new digital media – all under the brand’s slogan #DontCrackUnderPressure.

From a business point of view, the new partnership will also mean that the 36 teams of the L1 and L2 will now be playing on TAG Heuer time, giving the brand exposure to an audience in the hundreds of millions with TV coverage in 208 countries.