TAG Heuer has added Felix Auger Aliassime, Alex de Minaur and Frances Tiafoe to its league of ambassadors.
The three young players, currently causing disruption in the sport’s world ranking system, will join Denis Shapovalov in a new campaign that captures their tennis skills and highlights the values they share with the brand.
The Canadian, Frenchman and Australian have all expressed their excitement in joining the TAG Heuer brand.
Felix Auger Aliassime said: “TAG Heuer is the first watch brand I’ve teamed up with, and it was one of the first companies that really believed in me.”
Adding: “For TAG Heuer to start a relationship with someone who is only 17 years old, to believe in him and believe he can achieve great things, it’s amazing. It’s a relationship built on trust before anything else.”
The brand says that by selecting promising players whose professional careers have only just begun, it focuses on supporting and drawing attention to the next generation of talent and the most important players to watch.
It has also partnered with the Italian Tennis Federation to become the Official Watch provider and Official Timekeeper of the Next Gen ATP Finals – the season-ending event that showcases the future stars of the ATP World Tour.