Beer Strategies – Heineken And US Soccer

, Beer Strategies – Heineken And US SoccerOnce but a blip on America’s sports radar, Major League Soccer is coming into its own in the USA and Heineken is heavily invested in their future.

According to Forbes, “the global beer brand has, through its Heineken USA subsidiary, been pouring millions of dollars into its North American soccer play and, in the process, become one of the ubiquitous faces of the sport.”

Although Heineken has had a long history with soccer in Europe where the sport dominates, its push into the American market is relatively new. But their long association with the sport overseas has lead them to deeper understand the sport’s considerable potential and they’re betting on it here in the states.

From the league’s inception in 1996, up until when they opted to walk away in 2014, Budweiser was the game’s official sponsor.

But in 2004 Heineken ended that almost twenty-year relationship by committing to a five-year agreement that is valued at $50 million.

And as Forbes reported. Heineken has doubled-down on the MLS and is building a relationship that’s both league-wide and local, noting that they’ve also entered into individual partnerships with teams including the Chicago Fire, DC United, New York Red Bulls as well with the expansion clubs New York City FC  and the Orlando City SC.

, Beer Strategies – Heineken And US SoccerIn July they upped their local sponsorship count to nine, by signing Los Angeles’ LAFC. And as part of that new relationship the LAFC is reportedly “building a $350 million stadium that will feature an elevated deck reserved for supporters that will be designed and branded by Heineken.”

Big Beer and professional sports have long been joined at the hip. It’s a hugely successful partnership that Heineken (who also sponsor the US Open) is committed to.

And as far as Heineken’s increasing relationship with the MLS goes…all we can say is GOAL!!!!!!!!!!!!!!!

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