The brand signed a three-year sponsorship deal in April to become the "official timekeeper" of the Premier League for the coming season. Referees are now keeping time with the TAG Heuer Connected watch and fourth officials are using TAG Heuer substitution boards during matches.
The Premier League does not have a title sponsor this season but has agreed category sponsorships instead, such as Barclays (banking) and Carling (beer).
Earlier this year the football competition appointed Rainey Kelly Campbell Roalfe/Y&R as its first retained ad agency as it hopes to leverage the Premier League brand in marketing campaigns.
Pitch has been tasked with engaging football fans and promoting the brand tagline 'Don’t Crack Under Pressure'.
TAG Heuer has been expanding its brand presence in football globally, with partnerships with the German Bundesliga, the American MLS league, the Chinese Super League and more recently, last year’s Premier League winning manager Claudio Ranieri.
Pitch's recently-launched sponsorship division has a client roster that includes Thomas Pink, Swissquote and now the recruitment firm Hays, to promote its partnership with Manchester City Football Club.
A version of this article was first published on prweek.com