PBA finds new friend as Tag Heuer signs partnership to be new timekeeper of pro league
From L-R: PBA commissioner Chito Narvasa, league president and chairman Robert Non, Tag Heuer Area Sales Director Romain Cans, and Business Development Director Rhose Montreal. Rhoel V Fernandez

THE Philippine Basketball Association (PBA) will soon have the same timekeeping services of the Olympics, Formula One, and the New York and Chicago Marathons.

The partnership between the pro league and Tag Heuer was formally announced during a kickoff party Tuesday evening at the Prive Luxury Club in Bonifacio Global City.

Romain Cans, Tag Heuer Area Sales Director said the watch company embarked on a search last year and identified Asia’s longest play-for-pay league as the strongest and most interesting entity to be involved with in Philippine sports.

“The PBA is the best partner for us in the Philippines and we’re pretty sure that beyond the PBA the people of the PBA are the right clients for us,” Cans told the assembly that included league officials, coaches, players and media.

Formalizing the three-year partnership was a signing ceremony between Cans, PBA commissioner Chito Narvasa, league president and chairman Robert Non and Rhose Montreal, Business Development Director of the pro league.

“We want to make the PBA a center of excellence. It’s where the best players, the best coaches, the best managers, the best people and the best fans are going to be found. To have Tag Heuer with us and to be able to share those values with us I think we are very privileged, very honored and we’re very excited with this new partnership,” Narvasa said.

Shot clocks and game clocks will soon have Tag Heuer branding as part of visibility for the brand.

“We don’t crack under pressure. There’s nothing better than the last minute of a quarter of a basketball game and promoting our brand’s core values,” Cans exclaimed.       

The Swiss watch company describes itself as the “Official Timekeeper of Champions” and is the first official timekeeper of the first Olympic Games in the modern era, Formula One, the New York and Chicago marathons and the Bundesliga, among other sporting events.   

“This is not only because of sponsorship but because naturally we are the only ones who can measure such calculations,” Cans added.

As part of its #DontCrackUnderPressure campaign, Tag Heuer honored Philippine Cup Best Player of the Conference Awardee June Mar Fajardo with a watch during the event.

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