USA: Heineken to replace Budweiser as the official beer of MLS for 2015-2018

The Dutch Heineken group will replace the American brand Budweiser as the official beer of MLS (Major League Soccer) from 2015 to 2018, according to American newspaper The Wall Street Journal on 14/10/2014. Heineken will pay an estimated $3m (€2.37), nearly triple the annual Budweiser contract.

The Dutch brand wants to expand its sales in the United States, which fell 3.8% between 2008 and 2013. "We were looking for a national platform commitment to reach the American consumer," said Nuno Teles, the director of marketing for Heineken USA to The Wall Street Journal on 14/10/2014. "Soccer fans are 50% more likely to drink imported beer than fans of other sports," said Nuno Teles.

• Budweiser began their partnership with MLS in 1996.
  • The brand is negotiating to remain a sponsor of the U.S. national team. Heineken is not interested in this sponsorship.

 1/1

Heineken

• Sector: Brewer
• Founded:…