As part of its new strategic direction, TAG Heuer is entering the world of sports marathons as a partner and official timekeeper. The Swiss watch manufacturer has signed on as a major partner in the New York (TCS New York City Marathon), Chicago, Berlin, Paris, Oslo and Moscow marathons. According to TAG, the company’s move into marathons will help convey its new campaign message, ‘Don’t Crack Under Pressure’ to almost 320 million people worldwide.
TAG president and CEO Stéphane Linder said that although having a presence at marathons is a change of strategic direction for the company, the new partnership does not signal the abandoning of its favourite territory, motor racing.
“We think marathons ensure very wide global visibility across all the communication media,” said Linder, adding that the TCS New York City Marathon alone attracts over 50,000 participants and 2.5 million spectators. “Marathons therefore represent a real opportunity for profile-raising and highly valuable sponsorship: the branding along the entire route, the media advertising, television, press and web, make an impact that goes well beyond the actual race.
“Running a marathon requires great physical strength and even more mental strength, and this is even truer if you want to be one of the gallant marathon ‘finishers’. We are proud that our ‘Don’t Crack Under Pressure’ message is associated with this philosophy.”