Columbus Crew SC today announced that it has partnered with international premium beer brand Heineken in a deal that will see the brand named the Official Import Beer of Columbus Crew SC, beginning January 1, 2015. Highlights of the partnership include the renaming of Crew Stadium's Upper 90 Club via a fan vote as well as the creation of a sweepstakes to award a vacation trip to 2015 Crew SC preseason training.
Heineken is the nation's leading upscale beer importer and is enjoyed in almost every country in the world. Through partnerships with premier soccer properties like the UEFA Champions League and Major League Soccer, the brand has become synonymous with the game.
“We are excited to welcome Heineken as our Official Import Beer in 2015,” said Chris Previte, Crew SC Vice President of Corporate Partnerships. “Heineken is an internationally recognized brand with a strong history of partnering with soccer around the globe. We look forward to Heineken locally engaging with our fans and strengthening the overall Columbus Crew SC fan experience.”
The Upper 90 Club in Crew Stadium will be renamed to reflect the Heineken brand and fans will have the opportunity to vote on the new name of the premium hospitality area. Prior to the 2015 season, Heineken will also send a lucky fan plus a guest on an all-expenses paid weekend trip to Crew SC's preseason training. Additional details on both fan elements will be announced at a later date.
Heineken continued to mark their investment in the future of American soccer by announcing partnership agreements with seven MLS clubs. Starting January 1, 2015, the premium beer brand will bring the Heineken experience to Columbus.
“By partnering with these 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.”
Several supplemental elements of the deal in Columbus include player appearances, in-stadium signage and activation, as well as a Heineken co-branded foosball table to be utilized in a tournament-style pub event with existing Crew SC partners.
