Los Angeles Football Club announced on Tuesday a multi-year partnership with Heineken. The sponsor, which also has existing agreements with MLS and the UEFA Champions League, will make them “Official Domestic and Import Beer of LAFC.”
The arrangement will include provisions for the supporters section bar. As the release of the news states: “Heineken and LAFC’s 3252 Supporters Union will collaborate on the design and implementation of the first-ever Supporters dedicated bar at Banc of California Stadium. In addition, Heineken will play a leading role in enhancing the overall beverage experience at Banc of California Stadium.”
"I am glad to see a brand like Heineken with vast experience in promoting the sport we love as a founding partner," said Josef Zacher, President of The 3252 Independent Supporters Union of LAFC in the release. "We look forward to collaborating with Heineken to build the 3252 Supporter bar."
The brewer/distributor now joins Banc of California and Delta/AeroMexico as founding partners of LAFC, which will kick off in 2018.
Initial response of the announcement on social media was a bit mixed, mostly with fans of craft beer disappointed in a mainstream beer brand likely to play a big role in what is served at Banc of California Stadium. At the same time, Heineken has shown a vested interest in sponsoring soccer, both in the U.S. and abroad, without being a tarnished brand, and promises of special fan activations and other benefits should make it worth LAFC’s while as well.
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