In 2017, the 100th edition of the legendary Tour de Italy was celebrated, and TAG Heuer became the official timekeeper for this event. After signing a global cooperation agreement with RCS Media Group, the Tour de Italy, as well as the Strade Bianche, Tirreno-Adriatico, Milano-San Remo, Milan-Metro Other important events such as Milano-Torino, Gran Piemonte and Tour of Lombardy will all establish partnerships with TAG Heue.
Today, on the UCI Global Tour schedule, 10 major events enter TAG Heue time. This is evident from the cooperation between the Swiss watch brand and the BMC Racing Team.
Professional cycling is blowing a whirlwind of reform. The luxury brand TAG Heuer becomes a partner of the RCS Media Group. It is highly symbolic: it represents two men, two company leaders, and two outstanding leaders-President and CEO of RCS Media Group. The common ideals of Urbano Cairo and Jean-Claude Biver, the CEO of TAG Heuer and the president of the watchmaking department of the Copeland Group, Bring new life to cycling.
Through the arch
All races hosted by RCS Media Group in Italy, including the legendary Tour de Italy (this year coincides with the 100th), in addition to the white road race, the double sea race, the Milan-San Remo classic, the Tour de Piedmont, Both Milan-Turin and Tour de Lombardy will establish a cooperative relationship with TAG Heuer. With the support of the RCS Media Group team, they will adopt new cooperation methods, including efficient and innovative marketing platforms and well-designed promotions. Strategy and Italian luxury culture integrated into the team. This global long-term agreement will complement cooperation with the Dubai Cycling and Abu Dhabi Cycling, which are also hosted by RCS Media Group, both of which are currently in TAG Heuer time. The Swiss watch brand will be prominently displayed at all events (starting, ending and along the way billboards, TV commercials, fleet cars in time trials, etc.), as well as various social media events, customer invitations and special events.
Rainbow host car group
Mr. Jean-Claude Biver said: ‘Bicycle racing is a very popular international event for all ages. TAG Heuer will actively participate in this growing development Sports events, with this unique marketing platform, to further enhance the brand’s global visibility. ‘
Every second counts
Urbano Cairo added: ‘Cycling is always engraved in our DNA, and we are proud that the events we host, especially the Tour de Italy, show our passion for sports, and Everything in Italy is the best. We are very happy to cooperate with a world-class brand like TAG Heuer, which will further enhance the status and value of our cycling events. ‘