TAG Heuer
From 2016 to 2018, TAG Heuer formed a partnership with the Red Bull Racing Formula One team. The partnership included Red Bull running TAG Heuer-branded power units supplied by Renault. In June 2018 Red Bull announced an agreement with Honda as their engine supplier for the 2019 and 2020 seasons, ending their partnerships with Renault and TAG Heuer. The endorsement with Red Bull was part of a larger promotional outreach program by former TAG Heuer CEO Jean-Claude Biver to entry into markets that may not necessarily be traditional markets for the company, an idea Biver calls "Universes", which include sport, heritage, lifestyle and art and music. Other brand ambassadors in the "Universes" program include David Guetta, OneRepublic, Martin Garrix, Cara Delevingne, Chris Hemsworth, Manchester United F.C. and Muhammad Ali.