HEINEKEN USA To Be Exclusive Import Beer and Hard Seltzer Partner of the Miami Dolphins and Hard Rock Stadium
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WHITE PLAINS, N.Y., May 11, 2021 /PRNewswire/ HEINEKEN USA will be sponsoring its first-ever National Football League (NFL) team as the exclusive import beer and hard seltzer partner of the Miami Dolphins and Hard Rock Stadium. The import beer category exclusivity includes alcohol-free beer, hard seltzer and the company s flagship beer, Heineken®.
HEINEKEN USA To Be Exclusive Import Beer and Hard Seltzer Partner of the Miami Dolphins and Hard Rock Stadium
Through this partnership, fans will be able to enjoy eight Heineken® branded bars throughout Hard Rock Stadium, with concentrated branding in the southwest corner quadrant of the stadium. A reimagined two-story lounge will become the Heineken® Hideout to bring fans an exciting new experience when the 2021-2022 NFL season begins this summer.
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Heineken
Heineken has paused sponsorships for events like Coachella and the US Open.
CMO Jonnie Cahill said that the brewer is instead focusing on connected TV and other digital media.
Heineken is planning to trim agency costs and other ad expenses as part of a larger €2 billion in cost cutting.
Heineken is trying to meet customers where they are and during the pandemic that s increasingly been on the couch. The brewer is shifting from traditional ads and sponsored live events to streaming TV.
As the pandemic has gone on, the brewer has put an increasing amount of its marketing spending into digital advertising options, Jonnie Cahill, Heineken s chief marketing officer in the US, told Insider in an interview. Heineken has taken a rain check with partners such as Coachella and the US Open tennis tournament due to coronavirus, Cahill said. It has also paused efforts to sample new products.
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Heineken USA has appointed Sid Lee as its U.S. creative agency of record. The global agency will lead the account out of its Los Angeles and New York offices.
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