Tag Heuer Agrees To Sponsor TCS N.Y. Marathon, Replacing Timex

Tag Heuer is the new official timekeeper of the TCS N.Y. Marathon in a deal through '16. The Marathon and watchmaker are scheduled to announce the sponsorship later today. Tag Heuer replaces Timex, which sponsored the race from '08-13. As part of the deal, Tag will sponsor a promotion for the race’s more than 40,000 runners. The winners of the contest will be featured on a billboard in Times Square the weekend of the race. Tag is dubbing the contest the “Get Your New York On” challenge. This year's race is scheduled for Nov. 2.

Runners can submit essays explaining why they are running 26.2 miles. A celebrity panel, including Tag endorser Maria Sharapova, will choose the winners. Tag will also present a watch to the male and female winners of the race, as well as the winner of the wheelchair competition. Tag's sponsorship portfolio also includes auto and sailing races.