TAG Heuer signs Red Bull Racing Formula 1 team
Becoming the team’s Official Timekeeper & Official Watch. A multi-year agreement.
The two brands took the opportunity to reveal the new name of the 2016 car: “Red Bull Racing – TAG Heuer RB12”.
TAG Heuer will be part of the team’s official name. This is the first time that a watchmaker has appeared directly in the official name of an F1 team.
Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division, and Christian Horner, Team Principal of Red Bull Racing, are particularly proud to announce today that TAG Heuer has become Official Timekeeper, Official Watch and Team Performance Partner of Red Bull Racing. From next season, TAG Heuer will also be part of the team’s official name. This is the first time that a watchmaker has appeared directly in the official name of an F1 team.
Red Bull Racing has 4 Double World Champion titles, having won both the FIA Constructors’ and Drivers’ titles in 2010, 2011, 2012 and 2013. Red Bull Racing is also an atypical approach to sport and entertainment, which TAG Heuer has embraced and which fits perfectly with the Swiss watchmaker’s new marketing strategy.
In addition to the visibility generated simply by appearing in the team name on all official communications, rankings, TV broadcasts… and the team’s traditional advertising branding on a permanent basis throughout the season, TAG Heuer will also be present at the Spielberg circuit, the Red Bull Ring in Austria, as well as at the team’s headquarters in Milton Keynes.
The partnership between Red Bull Racing and TAG Heuer will be activated in original, different and innovative ways, in the F1 paddocks throughout the season, but also widely outside. Together with TAG Heuer, Red Bull Racing will create a wealth of original media content, particularly for social networks, as well as new “Events” platforms.
Jean-Claude Biver, CEO of TAG Heuer and President of the Watch Division of the LVMH Group commented :“Being Unique, Different and First has always been my working philosophy throughout my 40-year career, from product development to marketing and sponsorship. This is the first time that a watch brand will appear directly in the official name of an F1 team. Formula 1 is part of TAG Heuer’s DNA, and Red Bull Racing is a young, dynamic, aggressive team, perfectly in line with our marketing strategy. This agreement will give us exceptional visibility and enable us to activate something different, exciting and innovative. Our motto #DontCrackUnderPressure will be our guideline in all our actions, with the support of the Red Bull Racing team and its contagious enthusiasm.”
Christian Horner, Red Bull Racing Team Principal added: “TAG Heuer and Red Bull Racing are two brands that share a passion for racing and do things differently, and this agreement shows that once again. TAG Heuer is an iconic brand in the world of Formula 1, and we are particularly pleased that they have chosen us. Our shared values of innovation and desire to stand out make this one of the most exciting partnerships in the world of F1.”
All in all, the Red Bull Racing and TAG Heuer alliance is going to demonstrate an unbridled creativity that should open up new fields in F1 sports sponsorship.
It’s also the best of both worlds: the innovation and non-conformism that a young brand like Red Bull Racing brings to the world of F1, with the duo of Daniel Ricciardo and Daniil Kvyat representing one of the youngest teams on the grid. Both are graduates of the Red Bull Junior Driver Program, which continues to identify the F1 talent of tomorrow.
On the other hand, the heritage and tradition represented by 155 years of Swiss watchmaking, whose heritage and genetics are intimately linked to the world of motor racing. TAG Heuer has partnered and supported some of the world’s greatest F1 teams, drivers and circuits.
The agreement, the duration of which remains confidential, will be effective from January 1, 2016. See you on March 20 for the first Grand Prix of the season in Melbourne, Australia.
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