TAG Heuer is partnering long-distance races : New York (TCS New York City Marathon), Chicago (Bank Of America Chicago Marathon), Boston (BAA Boston Marathon) , Berlin (BMW Berlin Marathon) and Paris (Schneider electric Marathon de Paris), Oslo and Moscow.
It means that TAG Heuer is going back to its origins and focusing once again on its core business, sports watches and chronographs, and on the sport, challenge, competition and desire to excel that are in its blood. This new partnership enables the brand to extend the range of imagery that backs up the message encapsulated in its "Don’t Crack Under Pressure" campaign.
TAG Heuer has always invested a large portion of its marketing budget in sponsorship,
as it considers that being associated with a sports event not only ensures a higher profile with a specific target group but also enriches the brand's territory by providing content. The brand also has an opportunity to showcase all the values it shares with the world of sport.
The marathon was only for the initiated ten years ago but it is now becoming a more popular sport reaching an international public of all ages, comprising both regulars and new fans. Marathons therefore represent a real opportunity for profile-raising and highly valuable sponsorship : the branding along the entire route, the media advertising, television, press, web, make an impact that goes well beyond the actual race.