Heineken Activates US Open Sponsorship with Heineken House Debut

August 21, 2013

Heineken, the nation’s leading upscale beer importer, have announced they will debut the Heineken House at the US Open in its 22nd year of sponsorship.

The new installation will provide a unique oasis at the grounds with live screenings of the biggest matches, VIP service, food, entertainment and ice-cold Heineken. Along with the return of the Red Star Cafe and launch of “Crack the US Open,” an innovative interactive digital game, the destination marks Heineken’s return to the tournament and will be the must-see experience at the USTA Billie Jean King National Tennis Center.

“The US Open is one of the world’s premier sporting events and a time to come together to celebrate world-class tennis.  I can’t wait to unveil my awesome creations to fans during the first year of the Heineken House,” said Tyler Kord, Chef/Owner, No. 7 Sub. “The new panini and sandwich are even more delicious with a cold Heineken in hand, as fans enjoy the tennis and eat and drink with friends.”

Fans can engage with Heineken through numerous contests and giveaways, as well as a first-of-its-kind interactive photo hunt on Instagram, “Crack the US Open.” Resourceful and clever fans will be rewarded with a chance to win tickets to the US Open Men’s Final, as they hunt for photos that provide clues to hidden tickets.  Users 21 or older can visit @Crack_the_US _Open on Instagram and flip their phone to scroll through a giant panoramic view of a stadium to begin the hunt, starting September 3.

“The experience for fans at the US Open should be unforgettable, as they enjoy the energy and excitement of watching the world’s finest tennis players in the spotlight,” said Pattie Falch, Brand Director, Sponsorships & Event Marketing, Heineken USA. “We’re thrilled to debut the Heineken House at the US Open and have created premium experiences both on-site and online to engage fans in new and different ways.”