[HARRISON, NJ], (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 establish Heineken as the Official Import Beer of the New York Red Bulls. 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 Red Bulls are honored to partner with Heineken as they continue to strengthen their presence in the sport of soccer. To have a leading global brand recognize the interest for soccer in the U.S., and invest in its future growth, aligns with our direction and vision for soccer in the Metro New York area," said Marc de Grandpre, General Manager of the New York Red Bulls. "We are excited for our organization's 20th season next year, with Heineken as our official import beer and valued marketing partner."
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 New York Red Bulls
The New York Red Bulls are one of 19 teams that comprise the top-flight professional soccer league in the United States - Major League Soccer. On the field, the team is led by New York-native and 2013 MLS Coach of the Year finalist Mike Petke, World Cup, European Championship and UEFA Champions League winner Thierry Henry and Australian World Cup star Tim Cahill. The Red Bulls won the MLS Supporters Shield - given to the team with most regular season points - for the first time in 2013.
In March 2010, the Red Bulls moved into their new home, Red Bull Arena, a 25,000-seat soccer-specific stadium in Harrison, NJ, known as the top venue of its kind in the country. New York has qualified for the MLS Cup playoffs for four straight seasons and 11 of the past 12 years. The New York Red Bulls are owned by Red Bull GmbH, the world's No. 1 energy drink maker. Red Bull GmbH purchased the MLS club in March 2006. For more information, log onto www.newyorkredbulls.com or call 1.877.RBSOCCER.
