LAFC Makes Heineken Official Beer Sponsor, Adding To Brewer's MLS Ties

LAFC has signed a multiyear deal with Heineken that will make it the official domestic and import beer of the MLS expansion club, which is set to launch in '18. The deal, which includes IP rights, digital signage and retail activation, will see Heineken collaborate with LAFC’s supporters club to design and implement a dedicated bar for the group at the team’s new Banc of California Stadium. Heineken, an MLS league-level sponsor since '15, also has eight local deals with MLS clubs. The beer brand becomes LAFC’s third top-tier partner, joining Banc of California and Delta Air Lines/Aeromexico. Terms of the deal were not disclosed.