D.C. United extend their association with Heineken USA

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D.C United & Heineken
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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Driving Health Forward: Melbourne Victory partners with Hydrodol

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Image credit: Melbourne Victory

Melbourne Victory has celebrated a new partnership with Australian wellness brand, Hydrodol. The deal will see both parties collaborate for the rest of the 2024/25 A-Leagues season.

Hydrodol is a significant supplements provider across Australia, New Zealand the Asia Pacific, supplying customers with cutting edge products tailored to assist with hydration and a range of other health concerns.

Together, Melbourne Victory and Hydrodol will join their philosophies of driving health and fitness forward in order to bring attention to healthy living practices among the Australian football community.

Melbourne Victory Managing Director, Caroline Carnegie, expressed admiration for the partnership.

“We are delighted to welcome Hydrodol to the Melbourne Victory family,” she said in a press release.

“This partnership reflects a shared vision of supporting individuals to perform at their best whether they’re on the pitch, in the stands, or in their daily lives. Together, we aim to provide meaningful benefits to our fans, players, and the broader Victory community.”

Hydrodol Marketing Manager, Jenn Leung, echoed Carnegie’s applause.

‘Hydrodol is passionate about empowering people to feel their best, whether they’re elite athletes or everyday Australians,” she said via press release.

“Partnering with Melbourne Victory, Australia’s biggest football club allows us to connect with a vibrant community that values health, performance, and well-being.”

Melbourne Victory Director of Football, John Didulica, outlined the significance of the club’s collaboration with Hydrodol in a press release.

“To lead successful football programs, it is essential that we look to partner with companies like Hydrodol, who can help maintain and improve our players’ recovery from the demands of professional football and readiness to compete each week,” he said via press release.

For the remaining games of the 2024/25 season, fans and spectators will be able to see Hydrodol advertisement material at the Home of the Matilda’s and AAMI Park, as both Melbourne Victory and Hydrodol work to bolster the health and wellbeing of the community.

FIFA set new global benchmark for Women’s Football Development

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Image credit: Football West

In a landmark initiative for women’s football, FIFA has unveiled an ambitious strategy aimed at reaching 60 million female players worldwide by 2027.

The comprehensive plan, supported by 13 distinct development programmes, is available to all 211 FIFA Member Associations, marking a significant step forward in the sport’s global evolution.

FIFA also took the announcement to highlight the achievements for women’s football in the Asian Football Confederation (AFC) and Oceanic Football Confederation (OFC).

The recently enhanced FIFA Women’s Development Programme underscores the organisation’s strengthened commitment to expanding the women’s game.

The upcoming 2025 calendar promises several groundbreaking developments for women’s football.

The Philippines will host the inaugural FIFA Futsal Women’s World Cup, while Morocco makes history as the first African nation to stage the FIFA U-17 Women’s World Cup.

The latter tournament sees significant expansion, growing from 16 to 24 teams and shifting to an annual format.

International competition reaches new heights with continental championships scheduled across multiple confederations.

The pathway to the FIFA Women’s World Cup Brazil 2027 commences with African qualification matches, while major regional tournaments including the UEFA Women’s EURO and OFC Women’s Nations Cup will crown new champions.

In a significant advancement for club football, all six confederations will host their respective continental club championships for the first time.

This renewed focus comes amid unprecedented growth in participation rates, particularly evident in the 2023 FIFA Women’s World Cup co-host nations.

New Zealand has reported a remarkable 27 per cent surge in female participation since 2022, with particularly strong growth among Māori and Pasifika communities, showing a 14 per cent increase.

A strategic partnership between New Zealand Football and Māori Football Aotearoa further strengthens grassroots development.

New Zealand Football CEO Andrew Pragnell voiced the federations successful results.

“The expansion of football and futsal in Aotearoa New Zealand has been extraordinary, with the Women’s World Cup serving as a genuine catalyst for growth,” he explained via official FIFA press release.

Across the Tasman, Football Australia’s Growing Football Fund Community Grants programme continues to foster development at the grassroots level.

The latest round of funding benefits 118 recipients, complementing the 121 projects supported in March 2024.

This initiative particularly emphasises regional development, with nearly half the grants allocated to areas outside major metropolitan centres.

The grants provide essential support for women’s football development, encompassing coach education, introductory programmes, and vital equipment procurement, further cementing the sport’s foundation at the community level.

Also within the AFC, footballing powerhouse Japan has successfully hosted the continent’s first female-exclusive Pro Licence coaching course.

A collaborative effort between FIFA, AFC, and the Japan Football Association (JFA), represents a significant milestone in professional football development.

The intensive seven-day course attracted participants from fourteen nations, featuring presents such as AFC Technical Director Andy Roxburgh and Japan men’s national team coach Hajime Moriyasu.

Participants gained valuable practical experience through observations of pre-season training sessions at both J.League and Nadeshiko League clubs.

JFA Technical Director Masanaga Kageyama emphasised the programme’s strategic importance and inclusivity.

“This course is a joint AFC/JFA initiative to increase the number of top-level, professionally licensed female coaches in Asia. It aims to provide existing talents with additional advice to help them achieve greater success in their current coaching positions and secure future success,” Kageyama explained via official FIFA press release.

This initiative aligns with JFA’s renowned long-term development philosophy and a significant advancement in creating pathways for women in professional football coaching.

This newly improved strategy at the global scale will hopefully allow for more women in both professional and amateur spaces to get the opportunities they deserve in football.

It also highlight’s that AFC & OFC nations, including Australia, will have a strong place within the growth of women’s football.

Read more on the FIFA Women’s Development Program here.

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