SBD/Issue 222/Sponsorships, Advertising & Marketing

Tissot Gets Back On Track In Deals With Four ISC Venues

Switzerland-based watchmaker Tissot has inked deals with four ISC tracks “as part of its initiative to use motorsports to increase its brand awareness in the U.S.,” according to Michael Smith of SPORTSBUSINESS JOURNAL. Tissot has completed deals with Richmond Int’l Raceway, Homestead-Miami Speedway, California Speedway and Michigan Int’l Speedway that will “put its brand at the start/finish line.” It previously contracted with Dover Int’l Speedway and Watkins Glen Int’l for similar signs. Additionally, Tissot will debut an ad later this month on ABC/ESPN that “incorporates footage of cars speeding past its brand at the start/finish line with the slogan ‘Timing your victories.’” Tissot last year signed IRL driver Danica Patrick as an ambassador, and in February inked a five-year deal making it NASCAR’s official watch and timekeeper (SBJ, 8/14 issue).

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ESPN, IndyCar, NASCAR, Walt Disney

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