Heineken Sign Deal To Become Official Beer Of The MLS

Heineken have replaced Budweiser as the official beer of the MLS, signing a four-year deal worth a reported $40 million. As a result, the beer manufacturers have become one of the top sponsors for the soccer league.

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Budweiser had held the role of official beer of the MLS for nearly two decades, but will now be replaced by Heineken in a major coup for the Dutch-based brand. On the official Heineken US site, the new partnership was revealed.

“Few things go better with a delicious Heineken than a great sporting event, which is why long-standing partnerships with the US Open and UEFA Championship League (UCL) are crucial to both Heineken’s portfolio and its identity.

“Rounding out their passion for “the world’s game” is the announcement of HEINEKEN USA’s partnership with Major League Soccer (MLS). Beginning in January, Heineken’s relationship with MLS will correspond with the next phase of the fast-growing league’s evolution, as MLS is introducing two new expansion clubs (in Orlando and New York City), a new league crest, and a slew of new media partners.”

Heineken revealed their optimism on the four-year deal, describing it as a ‘sensational goal’ for the company.

“As The Official Beer of MLS, Heineken is going to create some seriously fun opportunities for fans, including MLS Rivalry Week and a host of they type of digital activations that the brand has become expert in. A world class sport, a world class league and a world class brand—like a perfect touch on a cross, this will be a beautiful thing to behold.”

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