Cristiano Ronaldo has signed a long term partnership with TAG Heuer and joined the brand as its ambassador. The two-time FIFA Ballon d’Or winner, Real Madrid forward and Portugal national football team captain will fill out a roster that includes other superstars in sports and entertainment, including Maria Sharapova and Leonardo DiCaprio.

The 29 year old Ronaldo joined Manchester United in 2003 and became the most expensive footballer in history when he moved to his current club Real Madrid in a transfer worth £80 million. Ronaldo’s current contract also makes him the most highly paid footballer in the world, and he is widely considered one of the two best football players in his generation. Ronaldo observed his similarity with TAG Heuer, citing their determination “to totally change the game, push the limits and make [their] own rules”, and said that it is “a great honour to be a part of such a powerful and pioneering legacy”.

Interestingly, this is TAG Heuer’s first partnership with a figure from the world of football, despite its numerous ties, both historical and present, to sports. Besides its longstanding relationship with motorsports, TAG Heuer has served as timekeeper for the summer Olympics, regatta racing and the Skiing World Championships in the past. The brand’s CEO Stéphane Linder called the partnership “a perfect fit”, and sees it as a new channel through which TAG Heuer can engage with its fans. This partnership certainly sets a precedent, and opens up interesting choices for future partners of the brand.