D.C. United extend their association with Heineken USA

Virag Toth10/02/2023 6:13 am10/02/2023

Image credit: D.C .United

In the lead up to 2023 MLS season opener, D.C. United have announced a multi-year partnership extension with Heineken USA, with the company named as the club’s official beer sponsor.

The announcement marks the latest step in a growing relationship between the two.

Heineken are set to preserve the naming rights to Heineken Rooftop, one of the MLS’s most sought-after viewing experiences. Placed at the north end of D.C. United’s home ground, Audi Field, the club’s recent move to the new state-of-the-art stadium in 2018 signaled the start of their ever-growing partnership with the beverage company. Furthermore, Heineken will also maintain naming entitlements to Heineken Hall, a buzzing matchday hub with food, drinks and live entertainment, located next to Audi Field.

Alongside the “green bottle”, Heineken have over 20 specialty beers, seltzers and ciders in their USA portfolio, first imported in 1933 and, across almost a century, developed into the iconic brand it is today.

Off the back of the COVID-19 pandemic, the beverage company launched EverGreen in February 2021, a multi-year strategy designed to strengthen existing partnerships, forge new ones and adapt to a fast-paced world, all the while continuing to cater for and meet the demands of their consumers and customers.

President of Business Operations for D.C. United, Danita Johnson, said via press release:

“Our partnership with Heineken sets a standard for how two parties can come together and align on a shared mission – in this case, enhancing 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 in delivering the best sport outing experience in the region with Heineken for years to come.”

Brand Director for Heineken, TJ Keighley, also added via press release:

“We are excited to extend Heineken USA’s partnership with D.C. United, one of our longest running MLS partners. D.C. United have some of the most passionate supporters and we look forward to continuing pairing the Heineken brand energy with the excitement to create engaging experiences at Audi Field and across the D.C. metro area.”

D.C. United are set to play their first game of the 2023 MLS season in late February, as they host Toronto FC.

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Victory unites with Roasting Warehouse in culture-led partnership

Patrick Irving16/04/2026 8:55 am16/04/2026

Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

Patrick Irving15/04/2026 6:05 am14/04/2026

Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.