MLS: Heineken extends as the official beer partner of the North American league until 2023

Dutch brewer Heineken, through its subsidiary Heineken USA, has extended its partnership with MLS for five more seasons, until March 2023, on 20/03/2018. The annual value of the partnership is estimated at $10m (€8m on 28/03/2018) by the American specialised media.

Heineken succeeded the American beer brand Budweiser (AB InBev group) as the official beer partner of Major League Soccer from 2015 to 2018, on 14/10/2014. Heineken paid an estimated $3m (€2.4m) annually during this period, almost triple the amount of the Budweiser contract.

Heineken sponsors 11 of the 23 franchises of the North American professional soccer league in 2018 including: New York City FC, New York Red Bulls, Los Angeles FC, Houston Dynamo, Orlando City SC, Atlanta United, Chicago Fire, DC United, Philadelphia Union, San Jose Earthquakes and Portland Timbers.

"Heineken has sold one million pints at MLS games annually throughout our partnership, per depletion stats.Heineken is the number one beer brand associated with soccer in the United States and is the preferred beer for millennial soccer fans…