TAG Heuer
Red Bull F1 Sponsor
How Much Does TAG Heuer Pay Red Bull?
TAG Heuer’s Red Bull deal is valued at $10m a year here, a house figure because no fee has come out in eleven seasons. It covers the team partnership only. LVMH’s 10-year agreement with Formula 1, which made TAG Heuer the official timekeeper from 2025, is a separate contract with the championship, and its price doesn’t belong on this page.
The number makes TAG Heuer the second biggest valued partner at Red Bull, though a long way behind Oracle. Rolex’s sister brand TUDOR is put at $3m with Racing Bulls.
The $10m deal equals about 4 days of TAG Heuer's $839.8m revenue.
Red Bull's current partner directory, which lists TAG Heuer but gives no tier, fee or expiry.
F1's January 2025 announcement placing the timekeeper role inside LVMH's 10-year deal, separate from the team contract.
Get the Money Side of F1 Every Thursday
Insider · Issue 23
01 · The Last Race
Singapore by Salary
Pos
Driver
Pts
Salary
1
Max Verstappen
Red Bull
25
$70m
2
Charles Leclerc
Ferrari
18
$34m
3
Kimi Antonelli
Mercedes
15
$3.4m
4
Lando Norris
McLaren
12
$30m
5
Oscar Piastri
McLaren
10
$13m
6
Insider+
7
Insider+
Our Take · Insider+
What Each Point Now Costs Red Bull
Team Partner
How the TAG Heuer Red Bull Partnership Works
TAG Heuer is a Swiss watchmaker based in La Chaux-de-Fonds and owned by LVMH since 1999. Béatrice Goasglas, previously its Americas president, became chief executive on May 1, 2026. LVMH doesn’t publish brand sales, but Morgan Stanley put TAG Heuer’s 2025 turnover at CHF656m ($839.8m) on 342,000 watches.
Red Bull lists TAG Heuer in its partner directory without a tier, a contract length or an end date, and the watchmaker hasn’t published terms either. The team’s page on the partnership talks up its chronographs and Connected smartwatches rather than any spot on the car.
WWD report on Goasglas starting as CEO on May 1, with Morgan Stanley's 2025 sales and unit figures.
Covers Béatrice Goasglas's appointment as TAG Heuer's chief executive in 2026.
Red Bull's TAG Heuer page, which covers the chronographs and Connected watches but no designation, term or placement.
Why Does TAG Heuer Sponsor Red Bull?
TAG Heuer sells watches named after races, with the Carrera and Monaco lines at the center of its catalog, so a top team gives those products a current car to sit beside. Red Bull also had an unusual gap to fill in 2016. It had fallen out with Renault and wanted a new name for its engines, and TAG Heuer’s went on them.
The Renault-built units won nine Grands Prix under that badge before Red Bull switched to Honda in 2019. Max Verstappen then took four straight titles from 2021 with the watchmaker still on the partner list.
Company history covering the 1985 TAG deal, LVMH ownership from 1999, the Carrera and the Monaco.
Team history recording the TAG Heuer badge on Red Bull's Renault engines from 2016 after the split with Renault.
French history covering Ferrari timing in the 1970s, McLaren from 1985 to 2015 and nine wins with the badged engines.
Notes Rolex's F1 deal ending in 2024 and TAG Heuer returning as timekeeper under LVMH from 2025.
TAG Heuer F1 Sponsorship History
Heuer was in F1 more than 35 years before Red Bull Racing existed, and since 1985 the brand has mostly stayed with one team at a time.
TAG Heuer and Red Bull Questions
Yes, TAG Heuer holds two separate roles in the sport. It’s been a Red Bull team partner since 2016, and since 2025 it’s also been Formula 1’s official timekeeper through LVMH’s 10-year deal with the championship, so its name appears on trackside boards as well as with the team.
No, TAG Heuer’s timekeeping role comes from a different contract. LVMH signed with Formula 1 from 2025 after Rolex’s deal ran out, while the Red Bull partnership is between the watchmaker and the team and goes back to 2016. Whatever LVMH pays the championship tells you nothing about the Red Bull fee.
Neither TAG Heuer nor Red Bull has disclosed a fee, and F1 Salaries values the partnership at $10m a year. That’s for the team deal alone. It no longer includes engine naming, which TAG Heuer held from 2016 to 2018 when Red Bull’s Renault units carried its badge.
Red Bull’s engines carried the TAG Heuer name from 2016 to 2018 because the team had fallen out with Renault, which still built the units. The badge came off when Red Bull moved to Honda power for 2019, but TAG Heuer stayed on as a partner and is still listed in 2026.
TAG Heuer left McLaren after the 2015 season, 30 years after the partnership began in 1985, and joined Red Bull for 2016. That run covered championship seasons for Alain Prost, Ayrton Senna, Mika Häkkinen, and Lewis Hamilton, and it’s one of the longest team and sponsor pairings F1 has seen.