News Tissot becomes "Official Timekeeper" and "Official Watch" of NASCAR.
On February 14, Tissot has inked a deal with the National Association for Stock Car Auto Racing (NASCAR) to become an official partner. Tissot will become the "official timekeeper" and "official watch" of NASCAR, America’s fastest growing sport. Debuting with the 2006 season, Tissot will introduce a new line of official NASCAR watches.
"At Tissot, we have a long history of timing speedway events like MotoGP and championship cycling. We are looking forward to working with NASCAR Timing & Scoring to explore opportunities to integrate our expertise and technology. And since we are, at our core, a watch company, we are pleased to design and produce the first official NASCAR watch," said Francois Thiébaud, President of the Swiss-based watchmaker.
"Partnering with a successful and prestigious Swiss-based company is a landmark in the evolution of NASCAR sponsorship," said Steve Phelps, Vice President Corporate Marketing at NASCAR. "As a premier Swiss watch and timekeeping company, Tissot illustrates the global appeal of NASCAR and our sport’s diversifying sponsor base. Moreover, the reputation and status Tissot brings to our association echoes NASCAR’s growing international fan base."
Beyond the natural synergies between a leading motorsport and a world-renowned timekeeper, the alliance also typifies a global business synergy: NASCAR licensed product sales increased 250% over the last decade - now totaling 2.1 billion dollars annually. And while well-known and highly-regarded throughout Europe and Asia, Tissot’s brand awareness in the United States has yet to match that of other lands. With NASCAR races broadcast each week in more than 150 countries, in 33 different languages, the at-track branding and new product offerings will bolster Tissot both in the US and around the globe.
The new Tissot NASCAR watch will be available starting in spring 2006 at better watch retailers nationwide. The new designs dovetail from elements indicative of the sport’s stars - the stock cars themselves. The new watches incorporate images and design elements of engine components, tires and wheels and other speedway symbols.
The estimated timetable for rolling in the new timekeeping equipment will be within the 2007 season.
The National Association for Stock Car Auto Racing (NASCAR) has a broad reach with 1,500 racing events in 36 states as well as Canada and Mexico at more than 110 tracks. Among major professional sports, NASCAR ranks number one in corporate involvement and per-event attendance, and number-two in regular season TV viewership.
March 06, 2006
