Chicago Fire Ink Heineken Partnership

By iSportconnect | November 12, 2014

Major League Soccer (MLS) club the Chicago Fire has announced a new multiyear partnership agreement with beer brand Heineken as the Official Domestic, pharmacy Import and Cider Beer of the Club.

The partnership, clinic which begins in January 2015, health presents an opportunity to integrate the two brands across multiple platforms. 

The agreement will include in-market retail collaboration, two entitlement spaces at Toyota Park (The Heineken Second Star Club, a premier, all-inclusive luxury club, and the Heineken Terrace, a group hospitality area), activation at the Chicago Fire Soccer Center on the North side of the city, and presenting partnership of Chicago Fire Rec Soccer Program. 

“We are incredibly excited to have Heineken, an iconic brand, as a partner of the Chicago Fire and to serve as an extension of their commitment to soccer in the United States,” said Atul Khosla, Club COO. 

“We look forward to bringing this partnership to life and enhancing the Club experience for our supporters.” 

In support of responsible drinking, Heineken will also join the Club’s efforts to promote safe alternatives to driving, including the Fire’s popular Pub to Pitch match day bus program and Responsible Fan of the Match, which encourages responsible drinking and designated drivers on matchday. Heineken will serve as the presenting partner and supporting partner of these initiatives, respectively. 

Heineken also signed a long-term partnership agreement with Major League Soccer earlier this month to become the Official Beer of MLS.

“By partnering with [MLS] 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.”