The English Premier League has signed up with Hublot as their ‘Official Timekeeper’ ahead of 2020-21 season, after previous rights holder Tag Heuer turns to Motorsport. As per the deal, Hublot will time every match on the pitch side and on television broadcasts across the globe.
Hublot replaces fellow luxury watchmaker Tag Heuer on the pitch-side role as Tag Heuer is focusing on the motorsports and speed precision sports. Both brands are owned by luxury goods company LVMH. The Hublot deal with Premier League is termed as ‘Milestone Deal’ since it will strengthen the brand’s presence and image in football.
The brand will be visible via the referee board held for signaling extra-time and substitutions. Furthermore, it will also provide smart watches to referees to track timings of the game and monitor the goal line technology.
Hublot already has a wide football portfolio and with this deal, it will help deepen their footprints on the field. Hublot’s sponsorship presence in football includes deals with UEFA across the men’s and women’s Champions League and Europa League competitions and contracts with club sides including Italian champions Juventus, EPL side Chelsea, Portugal’s Benfica and Dutch Eredivisie champions Ajax.