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Porsche strengthens Tag Heuer link through esports championship

(Photo by Simon Stacpoole/Offside/Getty Images)

Global automotive manufacturer Porsche has added luxury watchmaker Tag Heuer as a sponsor of its virtual racing esports championship.

The deal includes title sponsorship of the competition, which will now be called the Porsche Tag Heuer Esports Supercup.

The deal builds on a strong association between the two organisations, with Tag Heuer holding the naming rights to Porsche’s Formula E team.

The tournament, which is broadcast on the iracing.com online esports platform, sees 40 drivers compete throughout the year across ten rounds, using replicas of the Porsche 911 GT3 Cup racing cars.

Its winner receives a substantial share of the $100,000 (€92,000) prize pool.

The pre-season test for the 2020 edition takes place on March 28, with the first race on May 2.