Watch brand teams up with ISU European Figure Skating in Sheffield.

Watch brand Citizen has signed a deal to sponsor the ISU European Figure Skating Championships 2012, which will take place in Sheffield.

The championships, which are being held in the UK for the first time in 34 years, will last for seven days and will kick off on January 23.


As part of the deal Citizen will have ice rink-side advertising boards at the Motorpoint Arena Sheffield where the event will be held.

The event is a major highlight on the global ice skating calendar and Citizen UK brand director Mark Robinson said that he expects the ads to be viewed by millions of people.

Robinson added: “Citizen has long been a leader in sports sponsorship activity and is extremely proud of the relationship it has with the ISU. This event will increase awareness of the Citizen brand, due to the amount of people that will see our advertising boards. Figure skating is all about precision, timing and elegance which fits neatly with how Citizen watches are perceived.”