Heineken Toasts International Cup Sponsorship
Heineken has been announced as the presenting sponsor and official beer of the International Champions Cup, the global friendly club football tournament.
The Dutch brand and organiser Relevent Sports have agreed a multi-year partnership that gets underway this summer with national promotions in each host country as well as match day activities.
In addition, Heineken and ESPN have also reached a media agreement that will extend Heineken’s presenting sponsor position across ESPN broadcasts of the competition.
The annual football competition features Europe’s top clubs including FC Barcelona, Bayern Munich and Manchester United.
Heineken’s US chief marketing officer, Nuno Teles, said: “Soccer has been a central tenet of Heineken’s global heritage, and our sponsorship of International Champions Cup solidifies our role in sustaining soccer’s fantastic momentum in the US.
“Together we will be bringing some of the best European soccer stars to the States, elevating the experience for fans and cementing soccer’s role in the national consciousness.”
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