April 28, 2014 – TAG Heuer, the world leader in prestigious and high-end chronographs, announced the signing of soccer superstar Cristiano Ronaldo to a long-term partnership as a TAG Heuer Brand Ambassador. Two-time Ballon d’Or winner, Real Madrid forward and Captain of the Portugal team for the coming World Cup in Brazil, Cristiano Ronaldo joins a roster of TAG Heuer sports stars and celebrities that includes film actors Cameron Diaz and Leonardo DiCaprio, WTA tennis champion Maria Sharapova, Formula One World Champion Jenson Button, World Rally Champion Sebastien Ogier and the entire crew of 2013 America’s Cup winner Oracle Team USA.
“TAG Heuer is by far the best at what it does and has been for more than 150 years,” Ronaldo said. “No other luxury brand has such strong ties to the highest levels of sports. It is incredibly glamorous yet also so unconventional, and we share exactly the same determination: to totally change the game, push the limits and make our own rules. It is a great honor to be a part of such a powerful and pioneering legacy.”
“Every TAG Heuer creation celebrates intense life in the contemporary arena, and no individual represents this more powerfully than Cristiano,” said TAG Heuer CEO Stephane Linder. “Like TAG Heuer, Cristiano demands perfection and pushes himself harder than anyone in his domain. This is the first time we enter the world of football, and it’s a perfect fit to do that with Cristiano, opening a new trend and a new way to engage with our fans. Sports is part of our tradition because we share the same values: self motivation and discipline, pushing one’s limit, never giving up. We’ve been in the sports world since signing on as official chronograph of the 1920 Olympic Games. We started timing ski events in 1928, Formula One and regatta racing in the 1970s. Adding football alongside our longstanding link to motorsports, especially with its number 1 icon and most powerful player, is incredibly exciting.”