The Swiss watchmaker TAG Heuer reached an agreement with Major League Soccer to become its official watch and timekeeper and with U.S. Soccer to become its official timekeeper. As part of the agreement, PRO referees will wear a Connected Watch, the newly launched TAG Heuer smart watch, and there will be a TAG Heuer logo on each MLS referee's uniform.
Additionally, TAG Heuer will be visible on the substitution board used on the sideline.
“Soccer is the fastest growing sport in the United States," Kilian Muller, president of TAG Heuer North America, said in a statement, "and it is also most popular amongst the youth demographic, a generation we aim to connect with.”
TAG Heuer is also a partner with the German Bundesliga.