Swiss watchmaker Tag Heuer is partnering with the Rugby World Cup in a move that will help the brand reach 1.6 million consumers in New Zealand and more than 4 billion consumers in 200 additional countries.
The watchmaker will be the official timekeeper of the Rugby World Cup, which will take place in New Zealand Sept. 9 - Oct. 23. The partnership will increase the brand’s global presence, particularly in markets such as France, New Zealand, Australia and South America where rugby is dominant.
“Tag Heuer has been involved with rugby in England for a while now, and the RWC 2011 provided us with a great opportunity to speak to the rugby audience on a global scale through this prestigious event,” said Jean-Christophe Babin, CEO of Tag Heuer, La Chaux De Fonds, Switzerland.
“This partnership enables us to become front-of-mind within this sector on an international level,” he said.
“Rugby is very strong in territories where Tag Heuer is also strong such as in Britain, France, Australia, New Zealand and South Africa.”
Making the cut
Tag Heuer’s luxury chronograph clock with a 1/1000th precision will be the official timekeeper of all matches during the Rugby World Cup.
The brand will most likely be presented on all televised matches through the on-screen timekeeper, as well as in numerous other ways during the matches in New Zealand.
Tag Heuer has not released any further details regarding the specifications of the partnership, but the watchmaker is hoping that the new partnership will increase the brand’s global presence and further associate Tag Heuer with elite sports.
Tag Heuer’s partnership with the Rugby World Cup will help it reach a majority of its target consumers, since rugby is generally associated with affluence.
“The heart of the rugby audience is predominantly from within Tag Heuer's core customer, anyway,” Mr. Babin said.
Tag Heuer is no newcomer to the world of competitive sports.
The brand counts tennis player Maria Sharapova and racecar drivers Jenson Button and Lewis Hamilton among its brand ambassadors.
The right tackle
Over the course of the six weeks, more than 1.6 million rugby enthusiasts are expected to attend the matches.
In addition,the watchmaker has the opportunity to reach more 4 billion consumers worldwide through television broadcasts.
Land Rover, the auto manufacturer responsible for the Range Rover, is also an official partner of the Rugby World Cup.
However, Tag Heuer and Land Rover are not the only brands to realize the benefits of partnering with major sporting competitions as of late.
For example, Moët & Chandon will be the official Champagne sponsor for this year’s US Open in New York (see story).
In addition, Audi has long been affiliated with the Le Mans 24 auto race this year, furthering the partnership with a branded mobile app (see story).
Also, German automaker Mercedes-Benz increased awareness and showcased the 2012 CLS63 AMG model at the Miami Beach Polo World Cup (see story).
The most beneficial partnerships and sponsorships occur when the two brands align with one another's core values.
Affluent consumers will likely see through a forced relationship as a simple marketing ploy.
However, because of a shared demographic and Tag Heuer's history with competition sponsorships, the World Rugby Cup seems like a natural fit for Tag Heuer and may therefore likely prove effective.
“Whilst motor racing is in our DNA, rugby embodies so many of the same values [including] relentless pursuit for performance, commitment and perfection, making this a unique and exciting partnership,” Mr. Babin said.
Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York