Seven Major League Soccer Clubs Join Heineken Roster

Heineken 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 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.”