Luxury watch brand Tag Heuer has signed a three-year deal worth around US$7.3M annually to sponsor the EPL, which is "embracing a new marketing strategy that includes many corporate partners instead of one title sponsor," according to Tariq Panja of BLOOMBERG NEWS. Tag Heuer, which already has deals with MLS and Germany's Bundesliga, will become the EPL's "first official time keeper and watch partner." The EPL last year announced it would not renew Barclays as its overall title sponsor, instead focusing on "developing a slate of top tier partners, as most professional leagues and events do." Barclays, Nike and EA have "already signed up to back the league." EPL Managing Dir Richard Masters said that the goal was to "get as many as seven new partners, with another announcement coming soon" (BLOOMBERG NEWS, 4/26). In London, Tony Connelly reported as part of the deal, a Tag Heuer-branded substitute board "will be used by fourth officials" next season. Officials also will "wear specially designed Tag Heuer watches during matches." The watchmaker previously had "largely focused its sports sponsorships on the likes of Formula One, golf and tennis," though it recently has "begun to turn its attention" to soccer (THE DRUM, 4/26).