By Ben Nicholson
October 16 – Heineken has become the official beer sponsor of the MLS. The five-year deal is values at approximately $50 million, which includes media and marketing commitments. More than $3 million will be paid annually for rights to the MLS.
Heineken replaces Budweiser from their partnership capacity, paying roughly triple for the annual rights to the MLS than Budweiser did.
Starting in 2015, Heineken will present ‘MLS Rivalry Week’ on behalf of the league, as well featuring strong visibility throughout nationally broadcast matches, point-of-sale materials, and on-site and digital activations.
Heineken is already a major sponsor of the UEFA Champions League and, with this deal, is set to expand its relationship with soccer. This will be Heineken’s first national sports marketing platform in the US.
The company’s research showed that the 70 million soccer fans in the US are more likely to drink imports than other sports fans. It seem that foreign flavor is equally enjoyed in the bar as it is in terms of the players on the pitch. Heineken hopes that the agreement will revitalise US sales, which have declined by 3.8% over the past five years.
Heineken USA’s Chief Marketing Officer, Nuno Teles, stated: “We’ve been looking for a national engagement platform for the US consumer linked to our heritage,” believing that they have found “the perfect match of what the brand stands for as a European import.
“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. 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.”
For the MLS’s part, Gary Stevenson, MLS President and Managing Director of Business Ventures, said: “We are excited to welcome Heineken on board as we approach the League’s 20th season. It is an inflection point in our growth. The fact that a brand like Heineken recognized the confluence of those things is rewarding for us. Heineken is a supporter of soccer globally and is a great fit for what’s next for Major League Soccer.”
The Heineken deal has only wet their appetite for more soccer – talks are apparently on-going that could see the brewer pick up the rights to the US and Mexican national teams, territory that also formally belonged to Budweiser.
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