TAG Heuer is now Manchester United’s new Official Timekeeper and Global Partner, which was announced during the club’s Tour 2016 in China. United Ambassadors Ji-sung Park and Denis Irwin, two of the club’s most decorated players (who between them notched 11 Premier League titles and two Champions Leagues), were also at the announcement along with Leo Poon, TAG Heuer General Manager of Greater China.

Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division says: “Manchester United is the most prestigious football team in the world. This collaboration, rich in a host of synergies, will give TAG Heuer a massive boost along the road, especially in China. TAG Heuer doesn't "sponsor", we "partner" with iconic teams, organisations, and people who share similar values and a strong vision.”

With this agreement, TAG Heuer will be featured on digital advertising boards at Old Trafford. Similarly, specially crafted TAG Heuer timepieces will be displayed around the stadium, team’s dressing room as well as the club’s Aon Training Complex. Offices in Manchester, London and Hong Kong will feature the same display. Finally, the TAG Heuer branding and motto #DontCrackUnderPressure will be seen across all of Manchester United’s digital platforms, namely website and social media.

Manchester United is one of the world’s biggest football clubs and with 659 million followers worldwide; 107 million of which are in China.

TAG Heuer’s association in football is also demonstrated by its status as Official Timekeeper for the English Premier League, the German Bundesliga, the Spanish LaLiga, the American MLS (Major Soccer League), the Chinese Football Association Super League, the International Champions Cup (ICC) and the Copa America, and the Australian National Football team.