By Brecken Branstrator
TAG Connected
As part of its new partnership with Major League Soccer, all referees will wear TAG Heuer’s new smartwatch, the Connected, as well as uniforms branded with the company’s logo.
New York--TAG Heuer has aligned itself with yet another sports organization, announcing a long-term partnership agreement with Major League Soccer and the U.S. Soccer Federation.
The partnership also will include the Professional Referee Organization (PRO), which manages the referee and assistant referee program in professional soccer leagues in the United States and Canada.

It officially will begin on the first day of MLS’s new season, March 6, when the brand will become the official watch and the official timekeeper of MLS and PRO, as well as the official timekeeper of U.S. Soccer.

During MLS games, PRO referees will wear a TAG Heuer Connected watch, the brand’s recently launched smartwatch. Each referee also will be wearing a uniform that has been branded with the TAG Heuer logo.

Additionally, TAG Heuer will be visible on the substitution board along the sidelines.

“Soccer is the fastest-growing sport in the United States, and it is also most popular amongst the youth demographic, a generation we aim to connect with,” said Kilian Muller, president of TAG Heuer North America. “TAG Heuer is proud to already have a fruitful partnership with Bundesliga, the Professional Association Football League of Germany, and we are very proud to be a part of such an exciting new partnership within the United States and Canada. I am certain that together we will make Major League Soccer and U.S. Soccer louder, stronger and faster.”

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