Heineken will be the presenting sponsor and official beer of the International Champions Cup (ICC), a pre-season soccer tournament that brings the world’s best clubs to the U.S. Heineken and Relevent Sports have agreed to a multi-year partnership that begins this summer with national retail promotions and match day activities.
Heineken and ESPN have also reached a media agreement that will extend Heineken’s presenting sponsor position across all ESPN broadcasts of ICC matches.
“Soccer has been a central tenet of Heineken’s global heritage, and our sponsorship of International Champions Cup solidifies our role in sustaining soccer’s fantastic momentum in the U.S.,” said Nuno Teles, Chief Marketing Officer of Heineken USA. “Together we will be bringing some of the best European soccer stars to the states, elevating the experience for fans and cementing soccer’s role in the national consciousness.”
The partnership between Heineken and Relevent Sports will not only bring American fans European stars, it will also deliver on premise events, unique fan experiences, ticket giveaways, and digital content campaigns.