David Beckham’s Inter Miami score Heineken as first sponsor

Posted on Aug 8, 2019 by Brad McCabe

Dutch brand becomes founding partner and beer partner of MLS expansion franchise.

Inter Miami, David Beckham’s Major League Soccer (MLS) expansion franchise, have announced Dutch beer brand Heineken as their first founding partner.

The long-term deal will see Heineken serve as the official beer partner of Inter Miami, securing signage, intellectual property rights and retail activations.

An official release said that Heineken’s status as a founding partner will grant the brand ‘the highest levels of visibility’, as well as team access and the opportunity to engage with fans through a range of experiences.

The deal comes after Inter Miami appointed London-based KIN Partners in February as their exclusive sponsorship sales representation agency.

“With Heineken we have an excellent partner who not only shares our vision and passion for the sport but also understands the importance of being a community-first organisation who engages directly with our core audience,” said Jurgen Mainka, Inter Miami’s chief business officer.

“We are proud to welcome Heineken as the founding partner of our growing Inter Miami CF family and look forward to making history together as we kick off our first season in MLS.”

The partnership builds out Heineken’s US soccer portfolio, adding to its designation as the official beer of MLS, a status it has held since 2014.

“After much anticipation and excitement around the return of MLS to South Florida, we are thrilled to play a role as Inter Miami CF’s first official partner, and look forward to celebrating many future firsts together,” added Jonnie Cahill, chief marketing officer at Heineken.

“We are known worldwide as a devoted soccer brand, and through this partnership, we can’t wait to provide soccer fans across South Florida with the premium experience - and beer - they have come to expect from Heineken for years to come.”

Inter Miami were confirmed as MLS’s 25th franchise in January last year and are set to join the league in 2020. They will initially play their home games at Fort Lauderdale’s Lockhart Stadium site for two seasons before moving to a permanent home in Miami.

Article by Sam Carp as posted on SportPro.

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