Swiss watchmaker Tag Heuer is to become the official watch supplier and timekeeper of the Caltex Socceroos, Australia's senior men's soccer team, as part of a new partnership with the Football Federation of Australia (FFA), reports,
The deal, which will run for an initial four years, will see Tag Heuer benefit from on-field signage at home games, off-field team kit sponsorship and substitution board branding.
The firm will also sponsor the Fox Sports broadcast of Socceroos games.
"Football is a growing sport in Australia, and the most popular sport in the world," said Jean-Claude Biver, Tag Heuer chief executive and president of the watch division at parent company LVMH.
"Football is a global sport and it speaks to everybody, including of course our customer of tomorrow.
"Though all these young people cannot buy our watches now, some of them will be able to buy them tomorrow. It's always an asset to communicate not only to your customers today, but also to you future customer. And for that purpose football is just the best support."