Luxury Meets The Locker Room: TAG Heuer and Major League Soccer

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The 156-year old Swiss watchmaker becomes the new flagship sponsor of Major League Soccer and the U.S. Soccer Federation.

Just ahead of the 2016 season opener (MLS kicks off its 21st season on March 6it was announced last week that TAG Heuer is now the official timekeeper and sponsor of Major League Soccer and the U.S. Soccer Federation. This isn't the first time the watchmaker has gotten involved in a sporting event—they've come out in support of motorsports for years—but it is the first time TAG Heuer has connected with U.S. soccer players, and U.S. soccer fans. "The U.S. is a market where sport is a religion," says the brand's North American president Kilian Muller. "Soccer is the fastest growing category there, and it also speaks to a new generation. We wanted to connect with millennials, as they are our customers of tomorrow." The partnership will also underwrite the Professional Referee Organization, a body of officials that governs soccer matches in the U.S. and Canada—every ref will wear one of TAG's new "Connected Watches," the company's latest smart watch effort. While Muller won't comment on his favorite teams, ("we're the league's partner and as such, TAG Heuer should support everyone," he says) we're cheering for David Beckham's new, as-yet-to-be-formed, Miami-based MLS outfit.

TAG Heuer Connected Watch, from $1,500 at