tag release

ORLANDO, Fla. (May 4, 2018) – TAG Heuer becomes the Official Watch and Timekeeper of Orlando City SC, welcoming both Orlando City of Major League Soccer and Orlando Pride of the National Women’s Soccer League to the TAG Heuer family.


This marks the first direct club-level partnership for TAG Heuer with both a professional men’s and women’s soccer team in North America.


TAG Heuer celebrated this partnership with Orlando City midfielder Sacha Kljestan and Orlando Pride defender Ali Krieger at a fan event at its Orlando boutique. Kljestan is MLS’ active all-time assists leader and has over 50 appearances for the U.S. Men’s National Team, while Krieger helped the U.S. Women’s National Team to the 2015 FIFA Women’s World Cup championship and has 98 career appearances on the international stage.


“We have been a proud partner of MLS and U.S. Soccer since 2016 and are excited to extend this partnership to include Orlando’s professional MLS and NWSL teams,” Kilian Muller, president and CEO of TAG Heuer North America, said. “We have a rich history at TAG Heuer as the official timekeeper of sports and motorsport and we are proud to see this kind of partnership grow. It is an honor to have our brand be so visible in Orlando, a thriving soccer community in the U.S. for both the men’s and women’s game.”


As the official watch, smartwatch and timekeeper for both teams, the stadium will be branded with TAG Heuer signage next to the stadium clock, receive a re-branded jumbotron and TV visible LED boards. Additional player appearances and social media activations with #DontCrackUnderPressure will be executed through the season.


“TAG Heuer is a world-class brand with a strong connection to premier soccer leagues around the globe, and we are very pleased to bring them closer to our Club and community,” Chris Gallagher, Orlando City SC’s chief revenue officer, said. “TAG Heuer continues to show their commitment to the sport, and we look forward to connecting them closer to the professional men and women athletes they represent while expanding their footprint in this country.”