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WHITE PLAINS, N.Y. -- Beginning in January, Heineken will be the official beer of Major League Soccer (MLS) as the league kicks off its 20th season.
The Heineken brand will own the exclusive rights to MLS content, including MLS Rivalry Week.
The league's 20th season will include a new-look crest, two new expansion clubs and new media partners. MLS will also serve as a counterpart to Heineken’s global soccer initiatives, including sponsorship of the UEFA Champions League, in an effort to create year-long engagement with fans.
“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, chief marketing officer for White Plains-based Heineken.
Teles noted that through this new MLS partnership, "we look forward to continuing a lengthy tradition of creating unique experiences for fans everywhere and driving participation and engagement in the sport in a way that has never been done before in the U.S.”
Major League Soccer boasts the third-highest average attendance of any U.S. sports league, particularly among the Hispanic and Millennial audiences.