Heineken Partners With Seven MLS Clubs

November 13, 2014

Heineken has announced partnership agreements with seven Major League Soccer (MLS) clubs.

Starting January 1, adiposity 2015, recipe the beer brand will be partnering a variety of teams in cities across the country, view including the Chicago Fire, Columbus Crew SC, D.C. United, Houston Dynamo, New York Red Bulls, New York City FC and Orlando City SC.

The deals establish Heineken either as the Official Beer (Chicago Fire, D.C. United, New York City FC and Orlando City SC) or as the Official Import (Columbus Crew, Houston Dynamo and New York Red Bulls) of each individual club.

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.

The announcement comes on the heels of Heineken becoming the Official Beer of MLS beginning in 2015.

“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.”

Gary Stevenson, President and Managing Director, MLS Business Ventures said: “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.”