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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FQ Reinstates WinterFest 2026 at the Sunshine Coast

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Image Credit: Football Queensland

Football Queensland (FQ) has confirmed WinterFest, the state’s premier junior football carnival, will return to the Sunshine Coast from 1 to 5 July 2026; this time at a new home in the University of the Sunshine Coast (USC).

Delivered in partnership with Sunshine Coast Council and Visit Sunshine Coast, the five-day carnival will span USC and Sunshine Coast Wanderers FC, hosting Under 9 to Under 11 Boys and Under 11 Girls teams from every corner of the state.

WinterFest is not simply a competition. Within FQ’s development framework, the carnival serves a dual function, to expose elite junior players to FQ Technical staff, whilst providing emerging referees with live matchday experience under the guidance of senior officials.

“The carnival plays an important role in nurturing not only our most promising young players, who can showcase their abilities in front of FQ Technical staff who continue to monitor their ongoing development, but also our cohort of emerging referees from across Queensland,” said Ryan Fett, FQ General Manager- Football, Infrastructure & Club Development.

The shift to USC is deliberate. FQ has signalled an intention to elevate the event experience year-on-year, and a university campus venue, with its infrastructure and capacity, reflects that ambition more than a traditional football ground would.

Beyond the Pitch

The tournament’s footprint, however, extends well beyond the pitch. With thousands of visiting families descending on the region across five days, WinterFest functions as a significant economic activation for the Sunshine Coast during what is otherwise a quieter winter period.

“WinterFest brings enormous energy to the region, the USC and Buderim fields will be buzzing and the talent on show outstanding,” said Sunshine Coast Resilient Economy Portfolio Councillor Terry Landsberg.

The language- “Resilient Economy”- is worth noting. Landsberg’s portfolio title alone signals how local government now frames junior sport: not as community goodwill, but as economic infrastructure.

His reference to Brisbane 2032 made that explicit. “As we move closer to the Brisbane 2032 Olympic and Paralympic Games, these experiences are invaluable for aspiring athletes and equally important for boosting local tourism and supporting our businesses during the winter period.”

Whether a regional Under 11 carnival genuinely feeds an Olympic pipeline is debatable. What isn’t is that the political incentive to frame it that way, with 2032 drawing every level of government into the orbit of sport, is very real.

Football NSW partners with Deploy for Association Championships

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Image credit: Deploy Football

In an announcement released on Thursday this week, Football NSW revealed Deploy as the Naming Rights Partner of the Football NSW Association Championships.

New competition, new talents

The Association Championships, set to take place in July 2026 at Glen Willow Regional Sports Complex in Mudgee, will replace the former Association Youth League.

Although the tournament has changed name, its purpose remains consistent: giving youth players the platform to showcase their talent on the football pitch.

In a display of unity and collective ambition, 18 Associations across New South Wales will enter representative teams, each one featuring gifted grassroots players looking to prove themselves against their peers.

“The Deploy FNSW Association Championships will provide a fantastic platform for our Associations to come together and celebrate the best of elite community football,” said Football NSW CEO, John Tsatsimas via official press release.

“This tournament is all about giving young players, coaches, and referees from every corner of the state a chance to shine and develop in a competitive, supportive environment.”

The partnership between Deploy and Football NSW, therefore, is not merely about a name alteration. It is a collaboration which presents future grassroots talents with a platform and opportunity to compete.

 

Built on shared values

No partnership can succeed without both parties sharing a common goal or set of values. In this case, the alliance between Football NSW and Deploy is built on a commitment to supporting grassroots football and supplying players with quality resources and experiences to showcase their talent.

“Deploy is proud to partner with Football NSW as the Naming Rights Partner of the Association Championships. Community sport plays a vital role in bringing people together and building future leaders, both on and off the field,” explained Chief Commercial Officer at Deploy, Kurt Johnson.

“As long-time partners with Football NSW, this aligns perfectly with our strategy of creating balls designed for each age and skill level of the game, ranging from junior training balls to professional match balls perfect for the competitive environment like the Association Championships.”

Furthermore, with hundreds of participants including players, referees, coaches and supporters due to attend the tournament, the partnership’s impact will extend right across the state of New South Wales.

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