Heineken And LAFC’s 3252 Supporters Union To Collaborate On Design Elements Of First-Ever Supporters Dedicated Bar At Banc of California Stadium
Heineken®, the world’s leading international premium beer brand and the official beer of Major League Soccer (MLS), will take its place as one of the club’s Golden Boot Club Founding Partners as LAFC prepares to kick off its inaugural season in 2018.
The multi-year partnership with LAFC further establishes Heineken’s commitment to the global game of soccer, with Heineken serving as the “Official Domestic and Import Beer of LAFC”.
“The Heineken brand is connected to soccer at the highest level throughout the world – from MLS to the UEFA Champions League,” LAFC Owner and President Tom Penn said. “This is another exciting and historic development for the club as we move forward with Heineken towards our shared goal of uniting the world’s city through the world’s game and providing an unparalleled match day experience for our supporters.”
Heineken joins Banc of California and Delta Air Lines/Aeromexico as LAFC’s inaugural Golden Boot Club Founding Partners. The Golden Boot Club provides exclusive access, visibility and experiences for LAFC’s founding partners.
“Heineken’s commitment to growing the beautiful game in the United States is one of our top priorities, and this partnership with LAFC from the start helps us grow and connect with what we believe will be one of the league’s premier clubs, in a market we know and love,” said Pattie Falch, Director of Events and Sponsorships at HEINEKEN USA. “Signing on early was important to us, and we look forward to offering our portfolio of premium, high end import beers for years to come.”
Heineken and LAFC’s 3252 Supporters Union will collaborate on the design and implementation of the first-ever Supporters dedicated bar at Banc of California Stadium. In addition, Heineken will play a leading role in enhancing the overall beverage experience at Banc of California Stadium.
“We are ecstatic about our partnership with one of the most iconic premium international beer brands in the world,” LAFC Senior Vice President of Corporate Sponsorships Jamie Guin said. “Heineken is a world leader in the sport and we look forward to making history together.”
Heineken will serve as the Presenting Sponsor of Rivalry Week and help promote the club’s community initiatives such as supporting local adult soccer and futsal leagues in Los Angeles and on a campaign promoting responsible drinking.
“I am glad to see a brand like Heineken with vast experience in promoting the sport we love as a founding partner,” said Josef Zacher, President of The 3252 Independent Supporters Union of LAFC. “We look forward to collaborating with Heineken to build the 3252 Supporter bar.”
The partnership also includes IP rights, an immersive stadium brand experience, digital signage, retail activation and unique fan engagement.
