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  "path": "/articles/sports/watch-brands-are-piling-into-pricey-sports-deals-are-they-worth-it/",
  "publishedAt": "2026-02-09T05:30:00.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "Watchmakers ranging from Omega, Breitling, Rolex and TAG Heuer to indie label Norqain are investing millions in blockbuster sports deals but success is not guaranteed.",
  "title": "Watch Brands Are Piling Into Pricey Sports Deals. Are They Worth It?"
}