MIAMI – In partnership with University of Miami Athletics (UM Athletics) and Learfield Sports’ Hurricane Sports Properties, MIDO, the historic Swiss watch brand established in 1918 and member of the Swatch Group, the world’s largest watch manufacturer, marks its first Official Timepiece partnership with a major North American sports team.
As part of the partnership, MIDO will be present with the team through events, marketing, and media including field-level signage at Sun Life Stadium.
“College athletics, especially college football, are such an integral part of the popular culture in the United States and especially South Florida. The
Hurricanes, an iconic piece of Miami life and a true national brand, possess a long victorious history built on their timeless commitment, precision, and tradition. We feel that these traits align closely with the design philosophy of our products at Mido. We look forward to building a close
relationship with the team and its fans in the Miami area and across the nation,” said MIDO Brand Manager Douglas Kaplan.
MIDO will also support UM Athletics as the presenting partner of MIDO Countdown to Kick-Off and as the Official Timepiece of The Hurricane Game Day TV Show.
“This is a great partnership for UM Athletics and the MIDO watch brand as we align another quality product to support our university,” said University of Miami Director of Athletics Blake James. “We are excited to add another trusted partner to our corporate sponsor line-up.”
“There is always so much going on in Miami and we are thrilled that MIDO has decided to work with us as part of its brand strategy in the U.S. market. It’s a win win for both of us,” said Hurricane Sports Properties General Manager Duffy House.
In addition to Miami, Learfield Sports manages the multimedia rights and sponsorships for nearly 120 collegiate institutions and associations, and titles the prestigious Learfield Sports Directors’ Cup. Learfield represents collegiate institutions, conferences and arenas for their respective multimedia rights and sponsorship initiatives, and offers these partners with professional concessions and ticket sales, licensing and trademark consulting, digital platform expertise and venue and technology systems through its owned companies. To learn more about its history, businesses and job opportunities, visit www.learfieldsports.com.
Founded in Switzerland in 1918 by Georges Schaeren, Mido is today based in the city of Le Locle, in the heart of the Swiss Jura Mountains. The name Mido comes from the Spanish «Yo mido», meaning «I measure».
Mido’s philosophy combines aesthetics, authenticity and functionality. The refined, understated designs of Mido timepieces endow them with a resolutely timeless quality. Beyond fashion and passing trends, Mido watches are thus distinguished by their durability. Mido shares these essential values with iconic and historic architectural glories. Cutting edge technical innovations, mechanical movements known for their excellence and high quality materials are the three pillars on which the brand’s unique expertise rests. For nearly a century, Mido has been a global benchmark in Swiss made mechanical watches.
Mido watches are available from 2,600 official retailers in 60 countries. The brand is part of the Swatch Group, the world leader in watchmaking. To learn more about Mido, visit www.midowatch.com.