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.