Time up for Tag Heuer at McLarenposted in F118 | 11 | 2015

    TIME HAS CAUGHT up with McLaren F1. After a 30-year association with the now ailing F1 team, Tag Heuer is to end its sponsorship deal at the of the season. To rub salt into the wound, the famous watchmaker is switching to rival Red Bull.

    Tag Heuer has been synonymous with McLaren since it first featured on the team's 1985 MP4/4, following former TAG Heuer CEO Mansour Ojjeh becoming involved in the team in '83.

    "McLaren's partnership with Tag Heuer has been one of the most successful and enduring sponsorships in sporting history," McLaren explained.

    "It has lasted 30 years, during which time both parties have achieved enormous success together.

    "On track the team has won grands prix and world championships with such iconic racing heroes as Alain Prost, Ayrton Senna, Mika Hakkinen and Lewis Hamilton.

    Related: Alonso slams 'GP2' Honda engine

    "Off track Tag Heuer's association with the team has caused its watches to become globally synonymous with high technology, precision and speed, three principal hallmarks of the McLaren brand.

    "It is therefore with gratitude we announce the end of our 30-year partnership, satisfied as both parties are with a job well done.

    "Our relationship with Tag Heuer's parent company LVMH continues via our new partnership with Chandon, announced last month."

    The Tag Heuer decision is just the latest blow to McLaren. As it — and its drivers Jenson Button and Fernando Alonso (pictured above) — continues to battle to find pace on-track, with new engine supplier Honda struggling to get to grips with the latest hybrid technology, it's clear global corporates are also reducing their backing for the team.

    Without a primary sponsor since telecoms giant Vodafone left at the end of 2013, McLaren has also seen Santander significantly downscale its involvement, while a 33-year association with Hugo Boss has also ended.

    Related: McLaren keeps Button for 2016

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    Jim McGill

     

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