Heineken, long time sponsor of the European Champions League, has signed a five year, $50 million, deal with Major League Soccer. With this deal, Heineken becomes the official beer of American soccer, ousting Budweiser and hoping to increase brand popularity in the U.S.
Heineken and MLS both benefit greatly from this agreement. A $50 million deal is precisely what MLS needs with two expansions and a re-brand in the works for next season. Affiliation with a widely recognized European sponsor can also add “authenticity” to the sport in America. Sarcasm aside, this agreement does mean big things for the ever growing league.
Having Heineken be your beer sponsor is kind of like having Fly Emirates appear on your shirt. #mls
— Pumpkin Spice Sam (@CascadiaGuy) October 14, 2014
Heineken Strikes Deal to Sponsor MLS
Fans are excited, and the League is excited, too. MLS will receive over $3 million for rights each year from the company, a higher amount than with Budweiser. Although Heineken’s enthusiasm about this partnership is clear, the Dutch company was not interested in the rights to the U.S. or Mexican national teams. It looks like Budweiser is safe with those sponsorships.
According to The Wall Street Journal, Heineken’s U.S. sales have declined in the past six years. The company is hoping this partnership can boost sales. Heineken conducted a research study finding that “50% [of soccer fans are] more likely to drink imports than other sports fans.” While the details of that study weren’t release, anyone who has watched a UEFA Champions League game knows those commercials stick inside your brain, and are highly effective.
Does this mean we will also get The Chaaaaaaaaaaaaampions commercials for our CCL?? #Heineken #MLS
— J Grawrock (@jgrawrock) October 14, 2014
With a new beer sponsorship, two new expansion teams, the hiatus of one team, and a new logo, MLS is changing. Whether you call it MLSnext, MLS 3.0, or anything else, 2015 will truly see a whole new league.
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Main Photo Credit via Wiki Commons
