CHICAGO (November 12, 2014) — The Chicago Fire Soccer Club announced today a new multiyear partnership agreement with leading beer brand Heineken as the Official Domestic, Import and Cider Beer of the Club. The partnership, which launches in January 2015, presents an opportunity to integrate the two brands across multiple platforms. Key highlights include in-market retail collaboration, two entitlement spaces at Toyota Park (The Heineken Second Star Club, a premier, all-inclusive luxury club, and the Heineken Terrace, a group hospitality area), activation at the Chicago Fire Soccer Center on the North side of the city, and presenting partnership of Chicago Fire Rec Soccer Program.
“We are incredibly excited to have Heineken, an iconic brand, as a partner of the Chicago Fire and to serve as an extension of their commitment to soccer in the United States,” said Atul Khosla, Club COO. “We look forward to bringing this partnership to life and enhancing the Club experience for our supporters.”
In support of responsible drinking, Heineken will also join the Club’s efforts to promote safe alternatives to driving, including the Fire’s popular Pub to Pitch match day bus program and Responsible Fan of the Match, which encourages responsible drinking and designated drivers on matchday. Heineken will serve as the presenting partner and supporting partner of these initiatives, respectively.
Heineken also locked in a landmark, long-term partnership agreement with Major League Soccer earlier this month to become the Official Beer of MLS. The deal further establishes Heineken’s standing as a worldwide leader in the sport and allows the brand to gain stronger visibility among the League’s growing demographic.
“By partnering with [MLS] clubs we’re able to more directly connect with American soccer fans and provide them with a premium experience—and beer—they have come to expect from Heineken,” said Nuno Teles, Heineken Chief Marketing Officer. “We are known worldwide as a genuine soccer brand, and these partnerships will provide a direct platform to reach the soccer fans and fuel their passion for the game.”
ABOUT HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken, the world's most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
ABOUT CHICAGO FIRE SOCCER CLUB
Founded on the 126th anniversary of the Great Chicago Fire, the Chicago Fire Soccer Club prepares for its 18th Major League Soccer season with six major domestic championship titles including the 1988 MLS Cup and 1998, 2000, 2003 and 2006 U. S. Soccer Open Cup, and 2003 Supporters Shield. Anchoring Chicago’s growing soccer fan base, The Fire play at Toyota Park in Bridgeview, Ill., located 15 miles from Chicago’s Loop.
