TAG Heuer’s “Don’t Crack Under Pressure” campaign salutes those who push themselves to achieve goals that they had previously considered to be impossible, which is one reason that the maker of fine luxury timepieces has just been named as the official timekeeper and timepiece of another legendary sporting event. In addition to a partnership with the TCS New York City Marathon, TAG Heuer has joined forces with the Bank of America Chicago Marathon for next month’s 2014 race.
TAG Heuer North America President and CEO Ulrich Wohn stated why the luxury Swiss watchmaker became involved with this event: “The Bank of America Chicago Marathon perfectly embodies the TAG Heuer mindset of mental fortitude, perseverance and inner strength. Running 26.2 miles requires resilience and willpower and TAG Heuer is thrilled to celebrate those personal achievements with these ambitious individuals.”
This year’s race is expected to draw 45,000 participants and 1.7 million spectators to the World Marathon Majors event. Among those competing will be world-class elite runners as well as wheelchair athletes, all demonstrating their strength and endurance by completing the 26.2-mile course. In addition to drawing visibility to the host city as well as the competing athletes, The Bank of America Chicago Marathon raises more than $253 million each year for the city plus as additional millions for charitable causes.
Executive Race Director Carey Pinkowski explained why the TAG Heuer brand is a natural for this partnership. “TAG Heuer is an iconic brand recognized for their longstanding history in sports and innovation and one that aligns perfectly with the Bank of America Chicago Marathon. We are thrilled to partner with them to celebrate the individual achievements of these runners who have dedicated months to training for this iconic race.”
TAG Heuer will present the male and female winners of both the elite and wheelchair categories with a special commemorative timepiece.
TAG Heuer is a natural for sponsoring prestigious sporting events since the legendary Swiss watchmaker has been manufacturing precision timepieces for more than 150 years. The stellar reputation of the brand’s sports watches has led to partnerships with the Automobile Club of Monaco, best known for the Monaco Grand Prix, and the FIA Formula E Championship for electrically powered racing vehicles. Other famous TAG Heuer sponsorships include WTA tennis champion Maria Sharapova and 2013 America’s Cup sailing champion 2013 Oracle Team USA.
The Bank of America Chicago Marathon is now in its 37th year, and the 2014 race will take place on Sunday, October 12, starting at 7:30 a.m. The marathon will begin and end in Grant Park. On Friday, October 10 and Saturday, October 11, a two-day Health and Fitness Expo will welcome participants and would-be racers to McCormick Park Convention Center. For more information on the 2014 Bank of America Chicago Marathon, go to chicagomarathon.com.