On Tuesday it was announced that Heineken will become the
official beer of Major League Soccer beginning in 2015. This five-year
agreement replaces Budweiser’s nearly 20-year sponsorship with the MLS. The
agreement is valued at approximately $50 million.
For Major League Soccer, this sponsorship is congruent to
the league’s regeneration. In addition to bringing on Heineken as a new premium
sponsor, the league will introduce a new logo, two expansion clubs, and several
new media partners over the next year.
This marks Heineken’s first national sports marketing
platform in the United States. In recent years, Heineken has become a sponsor
of the U.S. Open, while continuing its sponsorship of the coveted UEFA
Champions League since 2005. The brand’s strong association to sports,
specifically it’s rich heritage with soccer, allows for further exposure in
various market segments.
The brand looks to expand its reach to the American soccer
consumer. Major League Soccer’s continued growth, as well as the success of the
U.S. Men’s National Team at the FIFA World Cup adds value to the league. Additionally,
with the MLS adding franchises in Orlando and New York City, the beer brand
will be able to increase brand awareness through marketing activities in previously unexplored markets.
Sports and beer have a close association. Soccer fans are
especially loyal to beer brands. One research study by Heineken shows that
there are 70 million soccer fans in the United States and that soccer fans are
50% more likely to drink imports than other sports fans. Heineken wants to
provide fans around the globe the ability to consume the finest quality of
premium beer while simultaneously enjoying world-class soccer.
As part of its sponsorship, Heineken will have strong
visibility during national telecasts, on-site activations, digital activations and point-of-sale marketing materials. Heineken will rely its
sponsorship with the MLS to help bolster its U.S. sales, which have declined by
3.8% from 2008 to 2013.
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