When it comes to soccer and beer, Heineken wants to be the first brand that comes to mind for multicultural millennial American consumers. They’ve been the Official Beer of Major League Soccer since 2015, taking over from Budweiser.
In addition to LED television signage, they’re also the presenting sponsor of MLS Rivalry Week. These are always the most hotly contested matches of the MLS season and draw high numbers of television viewers and social conversation. Beyond the league-wide deal, they also have sponsorships with eight local soccer teams throughout the U.S. and sponsor the International Champions Cup when they come to the United States every July.
A couple of reasons why they’re betting big on soccer, to connect with multicultural millennials:
- 45 million soccer fans in the United States are on social media
- Fourth most-popular sport to watch on television in 2015 according to Harris Poll
The efforts seem to be paying off for Heineken as MLS fans have shown an 11% increase in the likelihood to drink the brand.
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