USA: Heineken inks 5-year renewal of U.S. Open tennis sponsorship

Heineken USA (HUSA), the nation's largest beer importer, and the United States Tennis Association (USTA) announced August 14 the renewal of the contract with the US Open, the world's highest annually attended sporting event, through 2010. Now in its 15th year of sponsorship, Heineken is continuing its efforts to enhance fans' enjoyment of the event through premium brand experiences, and this year will showcase the smooth taste of new Heineken Premium Light.

HUSA's distinction as official beer sponsor of the US Open (Aug. 28-Sept. 10) includes presentation rights of the proprietary Heineken Star Award in conjunction with CBS, the Heineken Red Star Cafe, a hat giveaway on Sept. 2, prominent Heineken Premium Light signage and daily promotions for fans.

"The US Open represents our longest active sponsorship and the five-year renewal reinforces our commitment to this prestigious and high-profile event," said Andy Glaser, brand director, Heineken USA. "The US Open is one of the most special sporting events in the world, with a passionate fan base who appreciate the high quality play and the incredible atmosphere that makes the Open so unique. These tennis fans are highly discerning, and appreciate the premium status, quality and taste of the Heineken brand. This year, we are also excited to introduce the extraordinarily smooth taste experience of new Heineken Premium Light."

"Heineken has been an active sponsor of the US Open for more than a decade and we are thrilled that this new agreement keeps them at the US Open for another five years," said Pierce O'Neil, Chief Business Officer, USTA. "In addition to their activation on-air, the Heineken Red Star Cafe has become one of the most popular meeting places for fans on-site at the US Open."

HUSA is activating the sponsorship on a national and local level. The Heineken Star Award allows fans nationwide to make an impact by voting for the "Smoothest Champions in US Open History," which pays homage to these legendary players with the smoothest moves, while reinforcing Heineken Premium Light's unexpected smooth taste.

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; new Heineken Premium Light, Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.

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