BMC Racing has confirmed that Swiss watchmaker Tag Heuer will sponsor the UCI WorldTour cycling team from next year.
The deal, which was first reported last month, names Tag Heuer as the team’s official timekeeper. The length of the agreement was not disclosed but it will at least cover the 2017 season under a multi-year contract.
Under the agreement, Tag Heuer’s branding will appear on the sleeve area of BMC Racing’s jerseys during events. Its logo will also feature on cyclists’ post-match caps and on official team vehicles.
In addition, all BMC Racing team members will receive a Tag Heuer Connected smartwatch to provide them with information and communications on race days.
The partnership marks Tag Heuer’s return to professional cycling following a 20-year absence. Jean-Claude Biver, chief executive of Tag Heuer and president of the watch division of the LVMH Group, said: “Cycling is a universal, international, popular sport that transcends all age groups. This is an exciting project that is very dear to my heart and one we see as a long-term investment with my good friend Andy Rihs (BMC Racing team owner) whom I’ve known for 25 years.
“The team will be the standard bearer for our avant-garde spirit and Swiss made quality throughout the world. It will also give us magnificent brand visibility with its roster of prestigious races.”