ORLANDO, (November 12, 2014): 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 deal establishes Heineken as the Official Beer of Orlando City, granting them signage, intellectual property rights and retail activations as the brand works closely with the Club to continue enhancing the fan experience in Orlando. In addition, Heineken will receive naming rights to the ground level bar on the south side of Orlando City’s brand new downtown soccer stadium, set to open in 2016.
“This is a landmark agreement for Orlando City, and a partnership that helps strengthen the connection between the world’s game and its most passionate fans,” said Orlando City Founder Phil Rawlins. “Heineken’s global recognition, innovative marketing and fan engagement will make them a valuable partner as we approach our MLS debut next year.”
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 Orlando City, 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 them 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.
