The McLaren team has announced it has extended its 25-year partnership with Swiss timepiece brand TAG Heuer. The relationship, which began in 1986, is one of the longest sporting sponsorship deals in history.
"To announce the extension of a partnership that has already prospered for 25 years not only says a lot about the very close relationship that exists between TAG Heuer and Vodafone McLaren Mercedes, but it also speaks volumes about the appeal, strength and sustainability offered to all partners by Formula 1," said team boss Martin Whitmarsh. "We both share a passion for precision technology, and we measure life in Formula 1 by the stopwatch, so the long and prosperous relationship we've enjoyed with TAG Heuer feels entirely natural."
TAG Heuer launched its 150th anniversary celebrations at an event at the McLaren Technology Centre yesterday. The event was attended by Lewis Hamilton, who drove the 1986 title-winning McLaren MP4/2C around the lakeside entrance to the MTC.
"My long and ongoing relationship with the Vodafone McLaren Mercedes team means that I've really grown up with the TAG Heuer brand," said Hamilton. "To be able to sit in the very car driven by one of the team's greatest champions, Alain Prost, is a great honor; it was incredible to get to drive such a piece of history, and to experience a little taste of Formula 1's, McLaren's and TAG Heuer's glorious past.
"Last night's event really showcased the perfectionism and dedication that TAG Heuer has always shown the team, and it was an honor to be invited. Finally, it's great news that TAG Heuer has chosen to revive another classic watch with a motorsport connection: the Silverstone. It's a fantastic watch."