Dutch brewing company Heineken has expanded its involvement in Major League Soccer by announcing individual team partnerships with seven franchises from the North American football competition.
Last month, Heineken sealed a long-term deal to become the official beer of the MLS, replacing rival brand Budweiser effective from January 2015, with the deal coinciding with the league’s 20th season.
Under its latest agreement, Heineken becomes the official beer of Chicago Fire, DC United and debut franchises New York City FC and Orlando City SC and the official import of Columbus Crew, Houston Dynamo and New York Red Bulls.
Heineken will partner with each club for signage, intellectual property rights and retail activations in each city. Terms were not disclosed.
“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,” Nuno Teles, Heineken’s chief marketing officer, said. “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.”