Miami HEAT fans have a new home in the AmericanAirlines Arena’s Hublot VIP Lobby. The two household names have an exclusive partnership: Not only is Hublot the official watch of the Miami HEAT, but team superstar Dwyane Wade is Hublot’s most recently initiated ambassador.Located in Miami, FL, the AmericanAirlines Arena is the house of the renowned HEAT. In the summer of 2011, the arena underwent renovation to build Hublot’s VIP lobby. In honor of the Swiss luxury watch company’s first team sponsorship in the United States, there is a new entrance adorned with Hublot decor. Sophisticated display cases containing select Hublot pieces, a large LCD video wall, and a swanky receptionist desk top off the VIP experience for devoted fans.
alks of the HEAT-Hublot alliance began in the last months of 2010, culminating in an agreement for a multi-year partnership just a few months later. A charity event in January of 2011, sponsored by the HEAT and supported by Hublot, brought the powerhouses of Hublot CEO Jean-Claude Biver and the HEAT’s managing member Micky Arison together. The men and their wives bonded over their love for sports and charity, establishing a connection between the HEAT and Hublot. “This collaboration with the Miami HEAT and its foundation struck Hublot as completely logical. Since, after all, sharing a passion for time also means making this time precious,” Biver later said.
On April 14 of last year, the Miami HEAT officially announced the partnership, designating Hublot as the mandated timekeeper for the team. Hublot has pledged to help the Miami HEAT raise at least $750,000 for charity throughout a period of three years, starting off by selling eight white Hublot watches during last year’s playoffs to benefit the Miami HEAT Charitable Fund.
In February 2011, Dwyane Wade entered the ranks of Hublot representatives, an elite circle containing only the best of the best in their respective fields: Jet Li of not only martial arts but also film, Facundo Pieres of polo, Dario Cologna, Maria Riesch and Bode Miller of skiiing, Ayrton Senna of Formula 1 auto racing, and Diego Maradona of Manchester United. Hublot has several collaborations with other professional sports and their alliance with the HEAT signified their entrance into the world of basketball. “Teaming up with the Miami HEAT is an honor, and in particular our agreement with Dwyane Wade, forms a perfect extension,” Biver said.
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