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Tag Heuer extends London Marathon sponsorship for three more years

Swiss watchmaker Tag Heuer has extended its sponsorship as the ‘Official Timekeeper’ of the London Marathon through to 2023.

Swiss watchmaker Tag Heuer has extended its sponsorship as the ‘Official Timekeeper’ of the London Marathon through to 2023.

This will embark the sixth consecutive year of Tag Heuer’s partnership with the London Marathon and will see participants from all over the world, both virtually and on the streets of London as well.

Rob Diver, Tag Heuer managing director, UK and Ireland, said: “The London Marathon embodies the spirit of Tag Heuer and we are thrilled to support, and keep runners connected, as the race returns to its traditional format around London’s historic landmarks.”

As part of the new deal’s activation, all runners – whether taking part in the traditional mass or virtual race – will have will a chance to share their own ‘finish line selfie’, which will include their official event time provided by Tag Heuer. This function will be available via the London Marathon app.

The event will also see the watch brand unveil a set of new running-based features on its ‘Tag Heuer Connected’ watch. The update includes a dedicated heart rate screen, designed and developed by Tag Heuer for users who are focused on their heart rate during sports activity.

Because of the pandemic, the marathon will take place later in the year than usual – in October instead of April, it will be the last in which Virgin Money assumes the title sponsorship role for the London Marathon.

From next year, the Indian information technology company Tata Consultancy Services will take over as the new title sponsor in a six-year deal from 2022 to 2027. TCS has decided to spend a total of $320 million on marathons being held all around the world in the coming years.

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