Heineken USA will be the exclusive beer and hard seltzer partner of the new UBS Arena at Belmont Park, the New York metropolitan area’s most anticipated, cutting-edge live entertainment venue and new home to the New York Islanders Hockey Club.
Heineken USA will be the exclusive marketer of the entire beer category at the arena, including alcohol-free beer, cider and hard seltzer.
“It’s an incredible opportunity to be a founding partner of this new state-of-the-art arena. Through modern design inspiration, Heineken’s branded bars will bring sports fans and concertgoers an unforgettable experience,” said Jonnie Cahill, Heineken USA CMO. “As the first imported beer to arrive in New York once Prohibition ended in 1933, we wanted to give fans that same exciting experience when they return to entertainment venues this fall.”
As part of the partnership, there will be four Heineken branded bars throughout the arena, each uniquely designed to evoke a boutique hospitality experience. Inspired by iconic New York landmarks, Heineken will bring a modern interpretation of classic East Coast architecture in each of its branded bars.
One of Heineken’s branded spaces includes an outdoor terrace bar designed with the fan experience in mind. The open-air setting with views of historic Belmont Park will be a memorable place for fans to gather for a refreshing Heineken as the action unfolds.
UBS Arena is a $1.1 billion multipurpose arena under construction and development next to the Belmont Park racetrack. The world-class entertainment venue will feature today’s advanced technology and premium amenities and is one of the few venues in the world designed for music and built for hockey. The state-of-the-art arena will deliver an unmatched live entertainment experience for artists, athletes and guests alike with clear sightlines and premier acoustics.