Heineken, the official import beer of the Houston Dynamo and BBVA Compass Stadium since 2012, will expand its presence in American soccer as the official beer of Major League Soccer beginning in 2015, including local deals with six other MLS clubs.
Heineken entered a partnership with the Dynamo and BBVA Compass Stadium before the stadium opening in 2012. The Heineken Terrace has been a stadium fixture from the beginning, overlooking the south goal and serving as a popular hospitality area for groups at Dynamo games and other stadium events.
“We are thrilled that with the success of our local partnership, Heineken was encouraged to expand its relationship with professional soccer in North America through Major League Soccer,” said Dynamo executive vice president Steven Powell.
In addition to the Dynamo’s ongoing partnership with Heineken, the import beer brand’s local MLS partnerships include the Chicago Fire, Columbus Crew, D.C. United, New York Red Bulls and incoming expansion clubs New York City FC and Orlando City SC.
“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.
