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D.C. United

D.C. United Joins Heineken Roster

November 12, 2014 - Major League Soccer (MLS)
D.C. United News Release


Washington, D.C. (Nov. 12, 2014) - Heineken today 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 as the Official Beer of D.C. United. 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.

"We're excited to partner with an important and recognizable brand like Heineken, and to forge its connection to the legions of soccer fans in our region," said D.C. United Chief Revenue Officer Mike Schoenbrun. "There is a unique passion and enthusiasm for soccer in the nation's capital that is part of the remarkable growth of MLS and the sport itself in North America."

The announcement comes on the heels of Heineken becoming the Official Beer of MLS beginning in 2015, bringing millions of fans in the United States the premium Heineken soccer experience that they are known for worldwide.

"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."

Heineken's relationship with MLS corresponds with the next phase of the League's evolution, #MLSNext. In 2015, MLS' 20th season will include a new-look crest, two new expansion clubs, new media partners and a new premium beer brand. The club deals will correspond with and supplement the league deal, with the brand providing fans of each team with additional initiatives and experiences, and inserting new tactics that open the world of soccer for American fans.

"Heineken does a tremendous job in activating their partnerships and we're excited to see that creativity come to life alongside our league and these seven MLS clubs," said Gary Stevenson, President and Managing Director, MLS Business Ventures.

For more information on Heineken and their partnership with MLS, please follow us on Twitter, @HeinekenUS, visit the Heineken Facebook page, www.facebook.com/Heineken, check us out on YouTube, https://www.youtube.com/user/HeinekenUSA or Heineken.com.

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