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Heineken has signed on as the Official Beer of Major League Soccer (MLS), beginning January 2015.
Kicking off the league's 20th season in the new year, the beer brand will own exclusive rights to MLS content, including MLS Rivalry Week.
In addition to its partnership with Heineken, MLS' 20th season will include a new-look crest, two new expansion clubs and new media partners. The league will also serve as a counterpart to Heineken’s global soccer initiatives, including sponsorship of the UEFA Champions League (UCL), in an effort to create year-long engagement with fans.
“Soccer has been an invaluable platform for the Heineken brand for years, with our position as sponsor of the UEFA Champions League and other top soccer properties around the world,” said Nuno Teles, chief marketing officer for White Plains, N.Y.-based Heineken.
Teles noted that through the partnership, "we look forward to continuing a lengthy tradition of creating unique experiences for fans everywhere and drive participation and engagement in the sport in a way that has never been done before in the U.S.”
The MLS boasts the third-highest average attendance of any U.S. sports league, particularly among the Hispanic and Millennial audience.