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TAG Heuer and Dempsey Racing signed a long-term partnership this week-end during the 24 Hours of Le Mans. More than 40 years after Steve McQueen starred in the race classic Le Mans with a Monaco chronograph on his wrist, the asphalt once again belongs to TAG Heuer and Hollywood.
This year, the pioneering Swiss brand has decided to enter the world’s most prestigious endurance race in support of Dempsey Racing that – in partnership with Proton Competition – is competing in this year’s race with team drivers Patrick Dempsey, Joe Foster and Patrick Long.
Dempsey, a Grey’s Anatomy leading man and popular Hollywood actor, is also a top-tier international sports car racing driver and team owner. A long and fruitful partnership between his Dempsey Racing team and the world chronograph leader is now underway, TAG Heuer will promote the team’s achievements in its new advertising campaign, and its iconic shield will be visible on the car and the drivers’ racing suits in every race.
“This new partnership opens up great new perspectives for me,” Dempsey said. “It’s exciting but does comes with a bit pressure to succeed. Becoming part of TAG Heuer’s living legacy that goes back to Jo Siffert, Ayrton Senna and Alain Prost makes me humble. I will have to give my best and, as the famous TAG Heuer slogan goes, never crack under pressure.”