Cristiano Ronaldo For TAG Heuer
TAG Heuer has continued its tradition of signing sports stars, tapping up footballer Cristiano Ronaldo to become a global ambassador for the brand.
The Real Madrid forward and Captain of the Portuguese national team has agreed to a “long-term partnership” with the high-end chronograph manufacturer, according to a statement put out this week.
The two-time Ballon d’Or winner joins a long roster of names including Formula One World Champions Jenson Button and Lewis Hamilton, World Rally Champion Sebastien Ogier and golfing great Tiger Woods.
Discussing his appointment, Ronaldo said: “It is a great honour to be a part of such a powerful and pioneering legacy.”
Despite ties with skiing, motorsports, regatta racing and the Olympics, this is the first time the Swiss firm has ventured into professional football.
CEO, Stephane Linder, said the decision reflects “a new trend and a new way to engage with [TAG] fans”.
Born Cristiano Ronaldo dos Santos Aveiro, the 29-year-old made his name after joining Manchester United in 2003. In addition to his current contract, which makes him the highest-paid player in the world, Ronaldo has also been linked to sponsorship deals with Nike, Armani and Coca-Cola.
The news comes a week after fellow footballer Javier Zanetti was revealed to be working with tailoring label Gagliardi.
No announcement has been made as to what duties Ronaldo will carry out in his role. However, it is expected to include appearing in ad space, going directly up against David Beckham, who holds the same position for Breitling.