The Premier league has named Hublot as the Premier League’s official timekeeper for the 2020/21 campaign, replacing TAG Heuer after four years.
Both entities are owned by French cooperation LVMH with its Watch and Jewellery CEO, Stéphane Bianchi, stating that the reason for TAG Heuer not extending its partnership is due to the Swiss brand ‘refocusing its investments on its core areas of sponsorship: motor sports and speed and precision sports.’
As a result of the new partnership Hublot will time every Premier League match pitch-side and on the TV screens with the firm’s logo sitting alongside the on-screen graphic showing the match score and time.
Richard Masters, Premier League Chief Executive, noted: “We are delighted to welcome Hublot as the Premier League’s Official Timekeeper. Hublot brings a wealth of experience in sports timekeeping, particularly in football, and is renowned for being at the forefront of innovation.
“We look forward to working closely together and developing the partnership to bring exciting matchday and digital activations to fans around the world.”
The Swiss watchmaker will also be represented at every game via the Hublot Big Bang Unico-shaped Referee Boards held up by the fourth official to signal extra time and substitutions. Additionally, Premier League referees will time matches using a Hublot Big Bang smartwatch, which includes goal-line technology. Moreover, between matches, Hublot will feature on all of the Premier League’s digital platforms.
Hublot is no stranger to football sponsorships with the company partnering with the Swiss National Team in 2006 and has since covered an array of international, European, national, women’s and club competitions.
Hublot CEO, Ricardo Guadalupe, commented: “We are extremely excited and proud to become the Premier League’s Official Timekeeper. This is a milestone moment for Hublot. Since 2006, we have shown Hublot is hugely passionate about football and that we add great value to every competition, club and talent with whom we partner.
“We look forward to working together to bring this partnership to life on and off the pitch. Hublot Loves Football and our partnership with the Premier League is the proof!”