TAG Heuer extends TCS London Marathon and Run Dem Crew partnerships
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TAG Heuer, the Swiss luxury watchmaker renowned for its commitment to precision and endurance, is thrilled to announce the extension of its partnership as the Official Timekeeper of the TCS London Marathon for an additional three years, solidifying its presence at one of the world’s most iconic sporting events until 2026.
Since its inception in 1981, the London Marathon has been a beacon of resilience, determination, and human achievement, attracting elite athletes and enthusiasts from across the globe. As the Official Timekeeper, TAG Heuer has played an integral role in capturing the monumental achievements of every participant, from record-breaking performances to personal victories.
Keeping participants connected
Sunday 21st April is greatly anticipated for potential new records set by participants who TAG Heuer will once again ensure that they remain connected as they take to the famous 26.2-mile route against a backdrop of the capital’s landmarks.
As part of the renewed partnership, TAG Heuer will continue to provide cutting-edge timing technology to ensure precise measurement and recording of race times, further enhancing the overall experience for participants, spectators, and viewers worldwide. The brand’s unwavering commitment to innovation and accuracy aligns seamlessly with the ethos of the London Marathon, making it the perfect partnership to mark this iconic event’s milestone years ahead.
All runners will have the opportunity to share their own ‘finish line selfie’, which includes their official event time provided by TAG Heuer. This function will be available via the Official TCS London Marathon App, powered by TCS. All participants will also receive a text message once they finish, congratulating them on their course time.
Hugh Brasher, Event Director of the London Marathon, said, “We are delighted to confirm TAG Heuer as the Official Timekeeper of the TCS London Marathon once again. We are proud of our great relationship with TAG Heuer, which dates from 2016 and is based on our mutual commitment to excellence and a desire to constantly seek improvements and innovations. We are looking forward to developing our partnership further over the next three TCS London Marathons.”
Run Dem Crew partnership
United by a passion for achievement and resilience, for the 2024 TCS London Marathon TAG Heuer is partnering once again with urban running collective Run Dem Crew. Established in 2007 by London-based DJ, poet and writer Charlie Dark, Run Dem Crew aims to disrupt the status quo and promote fitness, culture and healthy lifestyles with as many people around the planet as possible. Sharing in these values, TAG Heuer is proud to partner with the collective again and engage with local runners in London, a city that TAG Heuer calls home to many stores including its Oxford Street flagship.
Committment to sporting winners
The winners of this year’s elite races will be presented with a TAG Heuer Connected Calibre E4 watch in recognition of their determination, passion and excellence – qualities that are upheld and commended by the brand and its family of world-renowned sports Ambassadors which includes skateboarding world champion Sky Brown.
“Renewing our partnership with the London Marathon epitomises TAG Heuer’s commitment to precision, endurance, and the spirit that every performance matters. We are proud to continue to provide a central part of the race-day experience, and to support and celebrate each and every participant with a personal record of their achievement,” says Rob Diver, TAG Heuer Managing Director, UK & Ireland.
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