The Fire yesterday announced a "multi-year agreement to make Heineken the team’s official domestic, import and cider beer of the club," according to Brian Sandalow of the CHICAGO SUN-TIMES. The pact "begins in January and is believed to be a multi-million dollar deal." Toyota Park’s Second Star Club "will now carry Heineken’s name, and there will also be the Heineken Terrace group hospitality area." The agreement is "not a jersey sponsorship deal for the Fire, whose contract with Quaker ends at the end of the year." Heineken last month "became the official beer of MLS" in a five-year deal reportedly worth $50M. The Fire "have had a relationship with Tecate, one of Heineken’s brands" (CHICAGO SUN-TIMES, 11/13). In Chicago, Danny Ecker notes the deal "follows the end of the Fire's partnership with Chicago-based MillerCoors LLC as its official domestic beer partner" in '13. The team "had no official domestic beer partner this season." The Fire "will retain partnerships with craft brewers Goose Island and Lagunitas Brewing Co. for sales of their products during games." Heineken will be the "presenting sponsor of the team's 'Pub to Pitch' program, which subsidizes buses for fans from bars in the city to Fire games in Bridgeview. The brand also "is set to have a major presence at the Chicago Fire Soccer Center, the team's new domed, artificial-turf venue in the North Center neighborhood." Chicago is "one of six MLS markets Heineken targeted with deals beyond its leaguewide agreement." Heineken yesterday also announced "new partnerships as the official beer" of the Crew, DC United, NYC FC and Orlando City SC, as well as the "official imported beer" of the Dynamo and Red Bulls (CHICAGOBUSINESS.com, 11/12). See the full sports sponsorship portfolio for Heineken at Resource Guide LIVE.
