Swiss watchmaker Tag Heuer has signed a sponsorship deal with the Chinese Super League (CSL). The brand will become the official timekeeper and official watch of the top tier of Chinese soccer. The deal will give Tag Heuer a range of branding rights and was announced in Beijing at Beijing’s National Stadium, popularly known as the ‘Bird’s Nest’. In February, Tag Heuer completed a similar deal with Major League Soccer (MLS) in the US. “Chinese football is a world of endless passion and dream with a potential that knows no boundary,” said Leo Poon, the Greater China general manager for Tag Heuer. “With the partnership between Tag Heuer and CSL, we look forward to injecting avant-garde spirit and innovative practices into Chinese football, inspiring the passion for football of the younger generation and power up the future development of Chinese football and education.”