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BMC makes Tag Heuer deal official

Swiss watchmaker Tag Heuer will be BMC's "Official Timekeeper" starting in 2017, with logos prominently placed on team kit and vehicles

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Watchmaking company Tag Heuer and BMC Racing officially announced a sponsorship deal Saturday in Doha, Qatar.

The partnership marks a return for Tag Heuer to the world of cycling after a 20-year break. The brand sponsored multiple teams in the 80s and early 90s, including 7-Eleven Cycling Team, founded by current BMC president Jim Ochowicz.

Starting in 2017, Switzerland-based Tag Heuer will be the “Official Timekeeper” of the squad whose main sponsor, bike manufacturer BMC, is also a Swiss company. According to a press release, the “watchmaker’s logo will be placed in all strategic locations,” which include high-visibility areas of riders’ jerseys, caps, and team vehicles.

“It is fantastic to welcome a luxury partner to BMC Racing Team’s portfolio and to have two high-level Swiss brands in BMC and TAG Heuer join forces through international cycling is absolutely unique,” said BMC owner Andy Rihs via the release.

“We are all excited to work with TAG Heuer, and I am particularly thrilled to announce this collaboration with my longtime friend, Jean-Claude Biver [CEO of Tag Heuer]. BMC and TAG Heuer are both passionately Swiss and committed to excellence, so I am very much looking forward to the 2017 season and seeing our riders proudly display the TAG Heuer logo.”