Premier League: Hublot succeeds Tag Heuer as "official timekeeper" from 2020-21

Hublot, a Swiss watchmaker belonging to the French group LVMH, has become a partner and the "official timekeeper" of the Premier League from the 2020-21 season, announced the English league on 09/09/2020.

As official timekeeper, Hublot will benefit from visibility during Premier League TV broadcasts as well as on the fourth official's board, to indicate substitutions and additional time. "The Hublot logo will sit alongside the on-screen graphic showing the match score and time," said the League. Premier League referees will also benefit from a dedicated connected watch provided by the brand, "Hublot Big Bang luxury smartwatch, which includes goalline technology." Outside of matches, Hublot will appear across all the Premier League's online media platforms.

Hublot succeeds Tag Heuer, another brand of the LVMH group, the status official timekeeper and official watch of the English top flight since 2016-17. Tag Heuer paid £5m (€5.6m) per season to the Premier League, according to British media.

"Not only was Hublot the first luxury brand to invest in football by partnering with the…