Heineken today continued to mark their investment in the future of American soccer by announcing partnership agreements with seven Major League Soccer (MLS) clubs. Starting January 1, 2015, the premium beer brand will bring the Heineken experience to a variety of teams in cities across the country, including the Chicago Fire, Columbus Crew, D.C. United, Houston Dynamo, New York Red Bulls, New York City FC and Orlando City SC.
The deals establish Heineken as the Official Beer of D.C. United. The agreement will see Heineken partnering with the clubs for signage, intellectual property rights and retail activations as the brand works closely with the clubs to continue enhancing the fan experience in each city.
“We’re excited to partner with an important and recognizable brand like Heineken, and to forge its connection to the legions of soccer fans in our region,” said D.C. United Chief Revenue Officer Mike Schoenbrun. “There is a unique passion and enthusiasm for soccer in the nation’s capital that is part of the remarkable growth of MLS and the sport itself in North America.”
The announcement comes on the heels of Heineken becoming the Official Beer of MLS beginning in 2015, bringing millions of fans in the United States the premium Heineken soccer experience that they are known for worldwide.
“By partnering with these clubs we’re able to more directly connect with American soccer fans and provide them with a premium experience—and beer—they have come to expect from Heineken,” said Nuno Teles, Heineken Chief Marketing Officer. “We are known worldwide as a genuine soccer brand, and these partnerships will provide a direct platform to reach the soccer fans and fuel their passion for the game.”
Heineken’s relationship with MLS corresponds with the next phase of the League’s evolution, #MLSNext. In 2015, MLS’ 20th season will include a new-look crest, two new expansion clubs, new media partners and a new premium beer brand. The club deals will correspond with and supplement the league deal, with the brand providing fans of each team with additional initiatives and experiences, and inserting new tactics that open the world of soccer for American fans. "Heineken does a tremendous job in activating their partnerships and we’re excited to see that creativity come to life alongside our league and these seven MLS clubs,” said Gary Stevenson, President and Managing Director, MLS Business Ventures.
For more information on Heineken and their partnership with MLS, please follow us on Twitter, @HeinekenUS , visit the Heineken Facebook page, www.facebook.com/Heineken, check us out on YouTube, https://www.youtube.com/user/HeinekenUSA or Heineken.com.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken, the world's most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com
About Major League Soccer
Headquartered in New York City, Major League Soccer is the top-flight professional soccer league in the United States and Canada. MLS features many stars from the U.S., Canada, and around the world. Major League Soccer’s 19th season began March 8 and concludes with MLS Cup on December 7. For more information about MLS, visit www.MLSsoccer.com.
About D.C. United
D.C. United is the most successful professional soccer organization in the history of the United States. United is four-time MLS Cup Champions (1996, 1997, 1999 and 2004) and winners of the 1996 and 2008 U.S. Open Cup, the 1998 CONCACAF Champions Cup, the 1998 Interamerican Cup and the 1997, 1999, 2006 and 2007 MLS Supporters Shield.
