Luxury Swiss watch brand TAG Heuer furthers the brand’s charitable spirit by serving as the official timekeeper and the official timepiece of the Street Soccer USA Third Annual Times Square Cup on July 12, 2015. Over 30 teams competed in a pop-up stadium on the 42nd and 43rd St. Plaza to support at-risk and homeless youth and adults in New York City.

The Times Square Cup showcased Street Soccer USA’s social programs for youths and adults alongside a 4x4 tournament for the best teams in the New York City region. The competition began at 9 am and continued throughout the day with final round matches starting at 7 pm, and included several special presentations including the Youth Showcase and the Awards Ceremony.

TAG Heuer upholds the brand’s “Don’t Crack Under Pressure” philosophy through its support of the ideals of leadership and teamwork promoted by the Times Square Cup competition and Street Soccer USA’s commitment to fostering the characteristics of confidence, integrity, strength, and opportunity to homeless youth and adults.

The soccer player Dax McCarty, the current Captain of the New York Red Bulls, honoured the event with his presence and received a TAG Heuer Aquaracer.

Street Soccer USA (SSUSA), a 501(c) 3 organization and an affiliate of HELP USA, is a national sport development program for social change in 16 cities across the United States. Teams train and compete in local leagues and work through a special curriculum of life and job skills. SSUSA uses soccer as a team sport to help adults and youths overcome poverty and homelessness. Players commit to change their lives by setting three, six, and 12-month personal goals. By creating a team environment that is fun, positive, and universal, participants are provided with a family support group to build relationships of trust and stability. Players are challenged by personal motives and team expectations to advance individual character, confidence and hope.