Inter Miami CF has entered into a long-term partnership with Heineken. Through this partnership, Heineken has the designation of Founding Partner and Official Beer of Inter Miami CF. As a Founding Partner, Heineken receives signage, intellectual property rights, and retail activations. Additionally, Heineken receives team access and customizable experiences – all with the hope of creating a premium experience for fans in South Florida.
This marks the club’s first foray into corporate partnership and it’s no surprise their first partner is a brand like Heineken. The Dutch brewing company is making a concerted effort to grow their influence within soccer in the United States. Heineken has been a league partner with MLS since 2014 and extended that partnership early last year. Moreover, Heineken is showing commitment to soccer in America beyond just a league partnership. The European brand is a partner of twelve of MLS’ twenty-seven confirmed clubs.
This should be seen as a positive by the brass down in South Florida. Heineken is a brand that clearly cares about MLS’ growth both on the league and the club side. As Inter Miami CF moves closer to their MLS debut next spring, it will be interesting to track what other brands are added on as club partners. The opportunity for brands to attach themselves to a club in a vibrant city like Miami will be attractive to most. Miami is a multi-cultural and hyper-global market that will prove attractive to brands looking to align themselves with the city’s newest team.