MLS expansion club Inter Miami CF has signed a multiyear partnership deal with Heineken, which will become the team’s official beer and first official sponsor. The deal also designates Heineken as Inter Miami’s first founding partner. Inter Miami Chief Business Officer Jurgen Mainka said Heineken will have the “highest levels of visibility, team access and customizable experiences.” Heineken USA CMO Jonnie Cahill said being a founding partner comes with a “real responsibility” to help grow the Inter Miami brand “way beyond just the transaction.” Mainka added the club envisions having a total of six founding partners, as well as a naming-rights partner and jersey sponsor.
Mainka said fans will begin seeing Heineken activations with the team “very soon.” He added that under the deal, as will be the case with future founding partners, there is a “tangible” community component that the club and Heineken have been “developing jointly.” Cahill said when it came to adding the company’s 14th MLS team deal, Inter Miami was a “no-brainer.” Cahill: “You don’t need to be a sponsorship expert to know that this franchise is going to be well supported.”
