TAG Heuer becomes title sponsor of Porsche Formula E

TAG Heuer has become the title sponsor of the Porsche Formula E team ahead of the German manufacturer's debut in the series later this year.

Porsche announced in July 2017 that it would be joining Formula E from its sixth season after closing its LMP1 sports car programme, and will make its on-track debut at the Ad Diriyah E-Prix in November.

Having announced Neel Jani and Andre Lotterer as its race drivers for the 2019-20 season, Porsche has made a further announcement by announcing Swiss luxury watchmaker TAG Heuer as its new title sponsor on a "long-term agreement".

The squad will be known as the TAG Heuer Porsche Formula E Team.

“Long-standing tradition, highest precision and technical innovation have always been common values for Porsche and TAG Heuer," said Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG).

"The ABB FIA Formula E Championship is the perfect platform for both companies to create the future of motorsports. I am convinced that the partnership with TAG Heuer will be another great example for team successes in motorsport."

TAG Heuer CEO Stéphane Bianchi said: “We are truly honoured to begin our partnership with Porsche, a move which further strengthens our presence in Formula E.

"Beyond sharing the same passion for motorsport and having the same challenger spirit, our two brands have the same uncompromising love for quality and technology. TAG Heuer is looking forward to supporting the team on its journey into Formula E and the upcoming races."

The new Formula E season begins in Saudi Arabia on November 22.