Midfielder James Milner wears PFA watch supplier Corum.

Corum timepieces has announced the start of its partnership with the Professional Footballer’s Association (PFA), with England footballer James Milner picking it as his preferred brand.

Footballer midfielder James Milner is set to fly the Corum flag this summer. Named PFA Young Player of the Year 2010, Milner is also playing in the World Cup England squad, whose first game takes place in South Africa tomorrow.


As official business partner for the PFA, Corum watches could be featured on many players’ wrists in the upcoming weeks, helping them to make it to games on time.

Helen Kirkup, UK sales and marketing manager comments, “Corum has always had strong allegiances with the sporting world and with the World Cup approaching this summer, we felt an association with the PFA couldn’t be missed. We are obviously delighted that James has chosen to wear Corum.

"As official luxury watch supplier to the PFA, we aim to further raise awareness of the Corum brand on a national level and drive sales through our key accounts across the UK.”

The Professional Footballers’ Association was formed in December 1907 and is the world’s longest established professional sportsperson’s union.

Christian Smith, PFA Commercial Director Christian Smith said: “The PFA is delighted with the partnership with Corum, a brand that effectively reflects the aspirations of many of our members. The company’s emphasis on high-end technical specification and unique style embody the spirit of the professional game, making Corum the natural choice for PFA members.”

Milner is wearing the new Corum Ti-Bridge, which is available in titanium on a black crocodile strap and is equipped with a titanium-capped triple folding clasp. The luxury watch retails at £10,200.

Corum also features in other sectors of sport, with Olympic gold medal winning sailor Ben Ainslie acting as its official ambassador and golfer Mark Roe showing his allegiance to the brand.