SBJ/June 19 - 25, 2000/Marketingsponsorship

Heineken set to expand McEnroe’s role

Heineken USA is set to sign tennis legend John McEnroe to a significant expansion of his current endorsement contract with the beer giant, a source familiar with the deal said.

The new pact would pay McEnroe a mid-six-figure sum annually for three years, whereas his previous deal was for a low-six-figure amount annually over the last three years, this source said.

McEnroe's relationship with Heineken has centered on the U.S. Open Tennis Championships through print ads and merchandise tied to the late-summer tournament. In the new deal, however, McEnroe will appear in ads for the beer maker throughout the year.

McEnroe retired from the ATP Tour in 1993 but has stayed in the limelight. He is a popular tennis announcer for NBC, CBS and USA Network. He is also one of the top draws on the Success Magazine Tour and the senior men's tennis circuit and is the captain of the U.S. Davis Cup squad.

The new Heineken deal is targeted at the U.S. marketplace, but the beer company, which has its headquarters in Holland, will review the campaign's success to determine whether to expand the endorsement globally, the source said.

McEnroe's agent at IMG declined to comment. A Heineken spokesman said, "We can't comment on speculation. We have not signed a new agreement with McEnroe."

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