Industry News

Heineken signs Audi Field deal with D.C. United

Major League Soccer franchise D.C. United has agreed a deal for Dutch brewing company Heineken to sponsor its new stadium, Audi Field.

The five-year partnership names Heineken as a founding partner of the 20,000-seat stadium, which is due to open on July 14.

Heineken will be the title sponsor of the venue’s field-level Heineken Club, rooftop bar and additional fan initiatives.

“We are proud to partner with Heineken, another powerful brand that shares our commitment to building the sport in the District, as we begin a new era for D.C. United at Audi Field,” Mike Schoenbrun, the club’s chief revenue officer, said. “Black-and-Red supporters are among the best in Major League Soccer, and we are dedicated to raising the bar for fan experience at Audi Field with the help of Heineken.”

The partnership will include experiences such as the ‘Open Your World’ sweepstakes, which will give a fan the chance to win a trip to a match played by Premier League club Swansea City. United’s managing general partner Jason Levien also owns a stake in Swansea.

Heineken will also sponsor the second annual ‘Heineken Legends Cup’, a tournament featuring select D.C. United legends.

Bjorn Trowery, director of external communications at Heineken USA, added: “Heineken has been championing the beautiful game around the world for decades, and our partnership with D.C. United is all about bringing that same passion and energy to fans right here in Washington.

“D.C. United are a top-level club, and one of the most successful in North America, and we can’t wait to raise an ice-cold Heineken to future trophies and successes as part of our new partnership.”

In other news, Heineken has renewed its official beer partnership with MLS. The new agreement will run for five years.

Image: D.C. United