Dutch brewing company Heineken has agreed a long-term partnership with Major League Soccer (MLS) to become the North American football league’s official beer.
The deal is effective from January 2015, when Heineken will replace rival brand Budweiser as the MLS’s beer partner. Terms were not disclosed
The company will benefit from strong visibility during national broadcast matches, on-site and digital activations and point-of-sale materials.
Heineken joins for MLS’s 20th season, which will be marked by the league taking on two expansion franchises, new media partners and a new-look crest.
The MLS deal expands Heineken’s established presence in global football. It is already an official sponsor of the Uefa Champions League European club tournament.
“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,” Nuno Teles, Heineken’s chief marketing officer, said. “With this 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 US.”