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Heineken has become the presenting sponsor and official beer of the US-leg of the International Champions Cup (ICC), the premier pre-season soccer tournament that brings the world’s best clubs to the United States, China, Australia and across Europe.
Heineken and Relevent Sports have agreed to a multi-year partnership that begins this summer with national retail promotions and match day activities. Heineken and ESPN have also reached a media agreement that will extend Heineken’s presenting sponsor position across all ESPN broadcasts of ICC matches.
“Soccer has been a central tenet of Heineken’s global heritage, and our sponsorship of International Champions Cup solidifies our role in sustaining soccer’s fantastic momentum in the U.S.,” said Nuno Teles, Chief Marketing Officer of HEINEKEN USA. “Together we will be bringing some of the best European soccer stars to the states, elevating the experience for fans and cementing soccer’s role in the national consciousness.”
“Relevent Sports is thrilled to partner with Heineken for the 2016 ICC and beyond,” said David Tyler, CEO of Relevent Sports. “Heineken is a major player in the soccer world and the partnership demonstrates the growth and global appeal of the ICC both domestically and abroad. We look forward to working together with Heineken and continuing our tremendous success.”
As presenting sponsor, Heineken will continue its dedication to the sport in the United States and steadfast belief that “Soccer is Here.” Through platforms like the ICC, Major League Soccer (MLS), UEFA Champions League and with spokespeople like soccer stars David Villa, Landon Donovan and Carli Lloyd, Heineken is highlighting the beautiful game to both long-term and casual fans in America.
The partnership between Heineken and Relevent Sports will not only bring American fans captivating European stars, it will also deliver on premise events, unique fan experiences, ticket giveaways, and digital content campaigns. “Heineken is a dynamic brand, with a proven track record of activating its partnerships and authentically connecting with soccer fans. The ICC represents an ideal platform to curate custom brand campaigns, and we are thrilled to build something special with Heineken this summer and beyond,” said Bob Brennfleck, CEO, Ascendent Sports Group.
“This partnership has the ability to reach a cohort of sports fans that perfectly aligns with our target market,” said Teles. “Soccer has the highest percentage of millennial fans of any major U.S. sport, and it is a way for us to advocate for the growth of soccer together.”
The 2016 ICC will run from July 23 through August 13 featuring 15 matches across the United States and Europe. Each club will play three contests and the club with the most points at the end of the tournament will be crowned champion. Yesterday, Relevent Sports also announced that La Liga champions FC Barcelona and English giants Liverpool FC will meet on Saturday, August 6 at Wembley Stadium in London, England as part of the 2016 International Champions Cup Presented by Heineken®.
For more information on Heineken and Relevent Sports, and their ICC partnership, including exclusive content, live updates and ticket giveaways promotions in the near future, please follow Heineken on Twitter, @Heineken_US or visit the Heineken Facebook page, www.facebook.com/Heineken, the Heineken YouTube page, https://www.youtube.com/user/HeinekenUSA or the official Heineken website, Heineken.com .
