Heineken Launches Soccer-Themed Campaign Featuring Villa, Lloyd, Donovan

Heineken has launched the "Soccer is Here" campaign, which debuts NYCFC F David Villa, USWNT MF Carli Lloyd and former USMNT F Landon Donovan as spokespeople. The year-long campaign features a series of new commercials aimed at highlighting the sport in the U.S., as well as contests and interactive engagements for Heineken’s partnerships with the UEFA Champions League and MLS. The campaign kicks off in conjunction with MLS’ opening day on Sunday with the launch of Villa and Donovan’s 15-second spots airing on national TV (Heineken). Heineken CMO Nuno Teles said that the brand is "aligning itself with American soccer and MLS specifically because of the rapid growth of the game, its fanbase of millenials, and its fans who aren’t afraid of a European product." USA TODAY's Nate Scott notes Lloyd is the "first female athlete to serve as a spokesman for a beer company" (USATODAY.com, 3/4).