By Michelle Graff
TAG Heuer has signed professional soccer star Cristiano Ronaldo to a long-term partnership as a brand ambassador.La Chaux de Fonds, Switzerland--TAG Heuer announced Monday that it has added Cristiano Ronaldo, a forward for Real Madrid who is currently the world’s highest paid footballer, to its lineup of brand ambassadors.

The deal marks the first time TAG Heuer has signed a soccer player as an ambassador, giving it a new way to engage with fans, the LVMH-owned brand said.

Ronaldo first played professional soccer in his home country of Portugal before joining English soccer club Manchester United in 2003.

In 2009, he became the most expensive soccer player in history when he moved to Spanish club Real Madrid in a $132 million trade, and his current contract with the team makes him the highest-paid soccer player in the world.

Ronaldo also has twice received the FIFA Ballon d’Or, given annually to the male player who is considered to have performed the best in the previous year.

“Every TAG Heuer creation celebrates intense life in the contemporary arena, and no individual represents this more powerfully than Cristiano,” said TAG Heuer CEO Stéphane Linder. “Like TAG Heuer, Cristiano demands perfection and pushes himself harder than anyone in his domain.”

The company has been present in the sports world since signing on as the official timepiece of the 1920 Olympics, and began timing ski events in 1928, and Formula One and regatta racing in the 1970s.

TAG Heuer’s lineup of celebrities and sports stars also includes actors Cameron Diaz and Leonardo DiCaprio, tennis champion Maria Sharapova, Formula One champion Jenson Button, World Rally champion Sébastien Ogier, and the entire crew of 2013 America’s Cup winner Oracle Team USA. 

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