The Major League Soccer (MLS) club, DC United have inked a multi-year sponsorship extension deal with an alcohol brand, Heineken.
As part of the deal, the beverage company will continue to remain the official and exclusive beer sponsor of DC United.
Danita Johnson, President of Business Operations for DC United, said, “Our partnership with Heineken sets a standard for how two parties can come together and align on a shared mission – in this case, enhancing the fan experience and taking it to new heights. The partnership has been fan-focused since day one and we’re proud to continue to evolve and expand our collective impact on delivering the best sports outing experience in the region with Heineken for years to come.”
DC United and Heineken have had a long-standing correlation, which was strengthened by the clubs’ relocation into beautiful Audi Field, their new state-of-the-art soccer specialised stadium located in the quickest-increasing neighbourhood of downtown Washington DC, just a mile from the National Mall.
TJ Keighley, Brand Director for Heineken, commented, “We are excited to extend HEINEKEN USA’s partnership with D.C. United, one of our longest running MLS partners. DC United have some of the most passionate supporters and we look forward to continuing pairing the Heineken brand energy with their excitement to create engaging experiences at Audi Field and across the DC metro area.”
As the two companies’ relationship progresses, Heineken will also keep the naming rights to the Heineken Rooftop, among the great viewing experiences in MLS, located at the north end of Audi Field. Furthermore, Heineken will also have naming rights to Heineken Hall, an exhilarating food, beverage, and entertainment area situated on the east side easement of Audi Field’s main course, which is frequently thorough with live music and entertainment on matchday.
Besides that, Heineken will continue to serve as the presenting partner for all DC United away match watch parties, which will be hosted by a number of local facilities all across the season.