Heineken Will Become the Official Beer of the MLS in 2015
Heineken has officially announced that it will become the official beer of Major League Soccer starting in January 2015.
In a release on MLSSoccer.com, the new relationship with the popular Dutch brewing company is an outstanding opportunity for the MLS:
“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,” said Nuno Teles, Heineken Chief Marketing Officer. “Fans in the U.S. and across the globe appreciate the opportunity to enjoy first-class soccer with the highest quality premium beer. 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 U.S.”
As mentioned, Heineken is the sponsor of the UEFA Champions League, so it's certainly a nice addition for the MLS to be able to promote it as the official beer of its league.
And according to the Wall Street Journal, the deal between the two parties is for five years, and is valued at more than $50 million.
Considering that Budweiser was one of the league's major sponsors for almost 20 years, it's certainly a breath of fresh air to see this type of change being made.
Your beer sponsor doesn't ultimately determine the success of your league, but at least the MLS is making new changes to conincide with the MLS Next theme.
If only its new logo design had been as successful as its beer sponsorship.