Real Betis add Maurice Lacroix as official timekeeper

Real Betis and Swiss watchmaker Maurice Lacroix have agreed a partnership that makes the brand the club’s Official Timekeeper, adding a premium lifestyle property to Betis’ commercial portfolio ahead of a busy run-in.The agreement covers the remainder of the 2025–26 season and the full 2026–27 campaign, with financial terms not disclosed.Stéphane Waser, CEO of Maurice Lacroix, said: “In today’s football, where every detail and every second can decide a match, time is as crucial as it is in watchmaking. Our watches accompany key moments in life, and we want to stand alongside Real Betis at every decisive instant, both at La Cartuja and in their away challenges. With this partnership, we aim to reflect the intensity, high standards, and passion that define the Club.”The partnership is anchored in stadium integration, with Maurice Lacroix set to feature in the matchday experience at La Cartuja through a pre-match countdown activation linked to the brand’s AIKONIC collection.Beyond matchday, Maurice Lacroix will receive visibility across club communication assets and will run supporter-facing initiatives intended to deepen engagement rather than relying solely on static branding.Ramón Alarcón, CEO of Real Betis, said: “For Real Betis, it is a pleasure to welcome a brand like Maurice Lacroix. This agreement allows us to continue growing alongside top-tier international sponsors and to develop new experiences that connect with our supporters.”The deal highlights the continued push by leading clubs to recruit partners from luxury and aspirational consumer categories, where brands often prioritise association, hospitality and experiential access alongside media value.Countdown and timekeeping integrations have become a familiar premium sponsorship play because they deliver a repeatable, broadcast-visible moment tied directly to kickoff, giving brands a reliable share of attention in a cluttered perimeter environment.Maurice Lacroix, which is based in Saignelégier in Switzerland, positions the partnership as a values-led alignment around precision and performance, with the club offering access to a large domestic and international football audience.Betis will now look to translate the partnership into measurable commercial outcomes, using matchday activation and owned-channel content to drive brand storytelling and justify premium pricing in its sponsorship stack.