Heineken Renews MLS League Sponsorship Through '22 Season
Heineken has "committed to a five-year renewal of its MLS league partnership, extending the deal" through the '22 season, according to Chris Smith of FORBES. Financial terms of the deal were not disclosed, but it is thought that Heineken will pay more than the $10M per year it has been "spending under the current sponsorship agreement ... because of recent league expansion." The league sponsorship renewal will "continue Heineken's Rivalry Week promotion, in which the brand presents the league's fiercest derbies." Heineken also has a "track record of extensive involvement at the local level." The beer brand also "sponsors 11 MLS teams." The "continued commitment has made Heineken one of the biggest names in stateside soccer" (FORBES.com, 3/20).