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®.
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.
HEINEKEN has a long history of supporting national sports teams, with team partnerships across Major League Soccer (MLS), National Women’s Soccer League (NWSL), National Hockey League (NHL) and Formula One (F1), but this is the brand’s first sports partnership with an NFL team and stadium.
“We are incredibly proud to partner with the Miami Dolphins and Hard Rock Stadium as we welcome fans back to experience live entertainment and sporting events again this fall,” said Jonnie Cahill, HEINEKEN USA CMO. “We have always been fiercely passionate about creating unforgettable fan experiences, and we look forward to bringing that same ambition to our first NFL team partnership.”
With consumers continuing to explore low and no alcohol options, the brand will also be promoting alcohol-free Heineken® 0.0 during the fourth quarter of preseason and regular season Miami Dolphins home games. Heineken® 0.0 is the number one alcohol-free beverage brand, and fans will have an opportunity to try it themselves at sampling events throughout the season.
“We are thrilled to work with HEINEKEN on their first NFL partnership”, said Steve Mullins, Miami Dolphins, Vice President of Corporate Partnerships.
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