TAG Heuer inks title sponsorship deal with Porsche Formula E

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Luxury watch brand TAG Heuer has agreed to a long-term partnership with Porsche to sponsor the German premium car brand’s Formula E team.

As part of the deal, TAG Heuer will become the Title and Timing partner of Porsche Formula E. The team during the contract period shall be known as TAG Heuer Porsche Formula E Team. The partnership will come into effect from the 2019-20 season.

“We are truly honoured to begin our partnership with Porsche, a move which further strengthens our presence in Formula E. Beyond sharing the same passion for motorsport and having the same challenger spirit, our two brands have the same uncompromising love for quality and technology. TAG Heuer is looking forward to supporting the team on its journey into Formula E and the upcoming races,” said TAG Heuer CEO Stéphane Bianchi.

Fritz Enzinger Vice President, Porsche Motorsport and Group Motorsport Volkswagen AG, added: “We are delighted to welcome TAG Heuer again at Porsche Motorsport. Looking back on our successful history, both brands will build on former achievements for this new era in Formula E. It is exciting times that we join our forces again and that together our huge passion for motorsport continues to be alive. We are counting the days for our first race as TAG Heuer Porsche Formula E Team in November this year.”

The two brands first worked together in motorsport in the 1960s, when the Porsche-made TAG-Turbo engines had won three Formula 1 drivers’ championships in the 1980s with Two iconic names of the era, Nikki Lauda and Alain Prost, being in the drivers’ seast. TAG has also been a long-term sponsor of the Porsche Supercup, which debuted in 1993.

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