WHITE PLAINS, N.Y., June 22, 2015 Major League Soccer (MLS) and premium beer brand Heineken® have officially launched MLS Heineken Rivalry Week, which features two separate weeks of competition throughout the summer that will highlight some of the league's most anticipated matchups of the year. In January 2015, Heineken® announced a landmark, five-year partnership agreement with MLS to become the Official Beer of the League. The deal not only further cemented Heineken's position as a leader in soccer worldwide, it also allowed MLS and Heineken to mark the league's 20th season by creating two weeks dedicated to cross-town and intrastate competition with bragging rights on the line during the weeks of June 22-28 and August 24-30.
As part of the Rivalry Week partnership, Heineken's commitment to bringing fans closer to the game will be seen nationwide through multiple touchpoints and events that help elevate match-day experiences in unique ways, including viewing parties in certain MLS team markets and the continuation of a one-of-a-kind Heineken House in New York City.
During the June Rivalry weekend, the Heineken House will be located at 353 West 14th Street in Manhattan and will be open to the public on a first come, first service basis, 21 years or older, from Friday, June 26 to Saturday, June 27 from 12:00pm to 4:00pm. The Heineken House will feature live viewing events, a photo exhibit of classic MLS soccer imagery, fan photo booths and other interactive elements. Appearances by former MLS legends, who will interact with fans and offer color commentary during some games, will also be scheduled throughout the weekend. MLS legends will share their excitement for these rivalries, celebrate the growth of the league and talk about how unique activities like the Heineken House are perfect ways to usher in a new era of fandom for clubs across the country. More details about Heineken House hours and events can be found online at HeinekenRivalryWeek.com.
"Rivalries are an integral part of the sports tradition, embedded within the DNA of both players and fans alike," said Nuno Teles, CMO, Heineken USA. "Heineken and MLS joining forces is a perfect match to extend and celebrate that spirit in the U.S., especially when it comes to sharing soccer as a passion point between the world's leading premium lager and an extraordinary soccer league."
Building a Fierce Tradition
The first installment of Rivalry Week in June will include the Texas Derby between FC Dallas and the Houston Dynamo at Toyota Stadium; the New York rivalry match between New York City FC and the New York Red Bulls at Yankee Stadium; the Cascadia Cup clash between the Seattle Sounders FC and host Portland Timbers at Providence Park; and the LA Galaxy versus the San Jose Earthquakes at San Jose's new soccer-specific Avaya Stadium.
The second Rivalry Week in August will feature D.C. United visiting the New York Red Bulls for the Atlantic Cup, as well as classic re-matches between the San Jose Earthquakes and LA Galaxy, and the Seattle Sounders FC hosting the Portland Timbers at CenturyLink Field.
"We are taking typical match-day rituals to the next level for soccer fans, because we know the more you get into the game, the more you get out of the experience overall," said Pattie Falch, Brand Director, Sponsorships & Event Marketing, Heineken USA. "That's why we're also very excited to introduce Heineken House as part of the first ever MLS Heineken Rivalry Week, which will be dedicated to giving fans memorable experiences and in ways that celebrate the spirit of healthy competition."
More on Heineken House and Rivalry Week
In addition to signature games being projected for viewing parties and flags representing each rival team, Heineken House will feature additional interactive activities to bring soccer fans closer to MLS and its most fierce matchups, including:
- Interactive Kicking Station: Inspired by the speed and force of which professional soccer players can strike a ball, the interactive station gives spectators the opportunity to see how fast they can kick a soccer ball by using digital technology.
- MLS Fan Photo Booth: A photo booth will also be available to fans to pose for pictures in the kit of their favorite MLS clubs which can be shared via social media.
- MLS Soccer Photo Exhibit: A carefully curated photo exhibit will display exciting moments over the past 20 years of the league play.
"Get Me In There!" Content Series
To accompany MLS Heineken Rivalry Week, a short-form content series called "Get Me In There!" will launch. The series will be produced with the goal of immersing viewers in the communal pageantry that defines MLS fandom. Every MLS club boasts its own distinct fan culture and match day experience. "Get Me In There!" highlights this diversity while celebrating the artistry, devotion, and fellowship of North American soccer fans. Host, Rachel Bonnetta, and MLSsoccer.com will travel across North America to walk in the shoes of the people driving soccer's growth – the fans of MLS clubs. The series will consist of 10 episodes released throughout this exciting summer of soccer, which can be found by following @heinekensoccer or going to www.mlssoccer.com/GetMeInThere
For more information on Heineken's involvement with soccer, please follow us on Twitter, @HeinekenSoccer, visit the Heineken Facebook page, www.facebook.com/Heineken, and check out the official MLS Heineken Rivalry Week website atHeinekenRivalryWeek.com.
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