Swiss Avant-Garde watch brand TAG Heuer, official partner and timekeeper of Germany’s 1st and 2nd Bundesliga (national leagues) since the start of the 2015/2016 season, is now recruiting Mats Hummels, defender at FC Bayern Munich and 2014 FIFA World Cup champion as part of the German national squad, to join its dream team of ambassadors!

Without a doubt one of the top tacklers in the Bundesliga, Mats Hummels has received excellent training, both technically and tactically, and is renowned for his precision passes. He is also one of the fairest players in the Bundesliga.

In anticipation of the Bundesliga’s 2016/2017 season, which is about to begin, TAG Heuer is also presenting the new team line-up. Both on and off the pitch Mats Hummels will give the #DontCrackUnderPressure face to TAG Heuer’s Bundesliga commitment, and will drive the brand forwards, especially on the German market, with a broad-based advertising campaign and joint marketing activities.

Mats Hummels said “Timing is particularly important in football – on receiving the ball, in every tackle and in every attack, right up to the final second of a game. So it makes sense that I’ve always been conscious of the time factor. I’ve also been following the TAG Heuer activities for a long time now, and am always fascinated by the new developments, innovations and the team of fantastic ambassadors who present the brand globally.”

Jean-Claude Biver, CEO of TAG Heuer and President of LVMH’s watch division, says of the new partnership: “Mats is a footballer who sets the tone by virtue of his mentality and charisma. He is praised for his calmness when in control of the ball and the confidence he radiates, even in high-pressure situations. He is a genuine embodiment of what the TAG Heuer brand stands for with its slogan #DontCrackUnderPressure.”

“Football is the most popular sport in the world. Football is like a language between people or a religion. With football, we communicate passion, emotion, joy, dreams, team spirit, organization, strategy and finally victory, values that are also carried by our brand and more importantly by the people who buy and wear our watches.” adds Jean-Claude Biver.

Presented together with TAG Heuer Commercial Region Director Philippe Roten with Sky sports commentator Esther Sedlaczek, this new partnership was announced at roof gardens of the luxury hotel Bayerischer Hof in Munich. At this occasion, Mats Hummels took the opportunity with TAG Heuer to raise the amount of € 10’000, which he donated to UNICEF.

(TAG Heuer Press Release)