Heineken USA has announced a multi-year partnership with Major League Soccer (MLS) to become the Official Beer of the League kicking off in 2015! Intrigue for soccer is at an all-time high and US fans – both old and new – are thirsty for more. While sporting their team jerseys and cheering on their favorite players, fans can look forward to even more engaging and unique experiences from Heineken.
This new relationship with MLS for the 2015 season will be added to Heineken’s current roster of major soccer initiatives, including the UEFA Champions League (UCL) sponsorship. What’s more, in the coming weeks, Heineken will also announce individual MLS club deals.
#OpenYourWorld and get closer to the game by reading more here and following #MLSNext.
Recent Heineken Soccer Programs Include:
#SharetheSofa
- During major matches of the 2013-2014 UCL season, Heineken hosted #ShareTheSofa chats, in which soccer legends like Patrick Kluivert, Hernan Crespo and Fernando Morientes took over the @Heineken_US Twitter feed to answer questions about their career and provide insight into the matches in real time through the hashtag #ShareTheSofa
- Videos:
o #ShareTheSofa with Hernan Crespo
‘Road to the Final’ Campaign
- Heineken encouraged men to show their imagination and skills to get to the Final
- The films were screened in over 180 countries: Road to the Final spot
#BrazilianNoShow
- Despite not having an official partnership with the FIFA World Cup, Heineken took advantage of the soccer fever sweeping the country and CMO Nuno Teles challenged bosses around the country via a social campaign to allow their employees to pull a “Brazilian No Show” and let their employees off work for the afternoon of the USA-Germany match
- Companies who Tweeted at @Heineken_US using hashtag #BrazilianNoShow were eligible to have Heineken provide the beer for their office viewing party
- With over a thousand hashtag mentions and 30+ companies participating in the #BrazilianNoShow, the grassroots campaign was immensely successful
- Videos:
o #BrazilianNoShow party recap
