MLS: Heineken, official beer of the league, partners with seven franchises for the 2015 season

The Dutch brand Heineken, the official beer of MLS (Major League Soccer) from 2015, has also now partnered with seven franchises (New York Red Bulls, New York City FC, Chicago Fire, Columbus Crew SC, DC United, Houston Dynamo and Orlando City SC), the league announced on 12/11/2014.

Th beer will be sold at the stadiums of the seven franchises. Heineken also wants to develop the events and promotions to increase brand awareness. 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.

Heineken becomes the official beer of MLS from 2015 to 2018 for €2.37m per year

• Heineken replaces the American brand Budweiser.
• The Dutch brand is under contract with the MLS for the 2015 to 2018 seasons.
• Heineken will pay an estimated $3m (€ 2.37m), nearly triple the…