Inter Miami CF Select Heineken As Top Draught Pick; Announce Multiyear Sponsorship

Dutch brewing giant continues to invest in soccer and now has sponsorship agreements with 11 MLS clubs in addition to league-wide deal.

Club Internacional de Fútbol is positioned to become the first global team of Major League Soccer.


“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.”

Jurgen Mainka, Chief Business Officer, Inter Miami CF

Miami, Fla. (Monday, August 5, 2019) – Kenneth Russo

The teaser ad went live on last Friday on Inter Miami CF’s Instagram and Facebook accounts, complete with announcers speaking in a distinct Miami accent, asking the question, “What will Inter Miami CF do with their first “draught” pick?”

The promo was filmed last month right here in Miami, and, the theme was a nod to fans of more traditional “American” sports like American football and basketball, where there is always a buzz around what player gets selected with the first draft pick.

“The answer is that this pick might just be the best in the world and it’s used to doing well under the sun, which is so key here in Miami.” The ‘sportscasters’ also predicted that this pick was going to be European.

Who will be quenching our thirst for goals?

Who will play con el sabor this city deserves?

And correct they were.

Today, the club announced that Heineken will be the official beer of Inter Miami CF. The multi-year deal establishes Heineken as the first Founding Partner and Official Beer of Inter Miami CF, granting them signage, intellectual property rights, and retail activations. The brand will work closely with Inter Miami to continuosly elevate the fan experience in South Florida. The deal comes after Inter Miami appointed London-based KIN Partners in February as their exclusive sponsorship sales representation agency. As is the custom, no financial details about the partnership were made public. However deals like this customarily represent a multi-million dollar investment by the sponsor in the club over the term of the agreement.

At the announcement yesterday, at El Tucán in downtown Miami, the official commercial was shown for the first time. The is available on Inter Miami’s official website (www.intermiamicf.com) and on social media channels. It was filmed in July, 2019 at Toe Jam Backlot in Wynwood (Miami) and feature the club’s three official supporters groups, Southern Legion, Vice City 1896 and The Siege Supporters Club.

Present at yesterday’s announcement was Heineken’s Chief Marketing Officer, Jonnie Cahill, who said that Heieneken “could not wait” for Miami to join Major League Soccer. “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,” Cahill said. “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.” He went on to say that Heineken will be with the club every step of the way to make Inter Miami CF the most iconic club in MLS.

Inter Miami CF have established the Founding Partner level of partnership for partners who seek the highest levels of visibility, access to the team and experiences that can be customized to forge an unprecedented connection with Inter Miami CF fans throughout South Florida and beyond.

“Our goal at Inter Miami CF is to provide the best possible experience to our fans. 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 organization who engages directly with our core audience.”

“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.”

Jurgen Mainka, Chief Business Officer, Inter Miami CF

“Since 2014, Heineken has been an invaluable supporter of Major League Soccer and our clubs, so it is with great pride that we congratulate Heineken and Inter Miami CF on the announcement of their partnership,” said MLS Deputy Commissioner and President of MLS Business Ventures, Gary Stevenson. “Heineken has a deep history of forging authentic relationships with fans across the league through celebratory moments and numerous club partnerships. We look forward to working with both brands to engage fans in Southern Florida in innovative ways for many years to come.”

The agreement mark’s Heineken’s 14th club sponsorship in MLS, in addition to it’s league-wide partnership which is in the second year of a five-year extension signed in March 2018.

The Heineken’s Brouwery, Amsterdam, Netherlands
The Inter Miami supporters groups were featured in the creation of the commercial. Photo: Heineken
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Budweiser Announces Global “Be A King” Campaign With Sponsorship of La Liga and Premier League

New activations in more than 20 countries.

Budweiser, known as “The King of Beers,” will roll out its new campaign “Be A King” as part of these new sponsorship agreements.

Miami, Fla. (Tuesday, July 30, 2019) –

Budweiser, an international brand of Anheuser-Busch InBev, (“AB InBev”) announced last week a multiyear agreement to be a sponsor of both La Liga and the Premier League. This new sponsorship agreement will make Budweiser the official beer of the two top leagues in the world and will see activations across five continents and in more than 20 countries, including the United Kingdom, China, South Africa, India, Chile and Nigeria. Fans will be brought closer to the players they follow through a series of unique programs around the world. It The two league sponsorship will be the company’s biggest-ever integrated marketing campaign.

Separately, on July 7, 2019, Budweiser also announced a sponsorship deal with the National Women’s Soccer League (NWSL).

The new sponsorship assets include 30-second video ads for both the Premier League and La Liga that feature on-pitch action intercut with Budweiser product shots to emphasise the slogan: “Beer of Kings.”


It had been rumoured since last November that Budweiser was looking to strike a deal with the Premier League. Now, they will replace Carling as the league’s official beer partner. Meanwhile, in Spain, Budweiser’s new sponsorship cannot be activated just yet, as La Liga is contractually bound for one more season with it current deal with domestic beer brand Mahou Cinco Estrellas.

Mahou Cinco Estrellas has one more season as official beer of La Liga.

The rights in the two deals are broadly similar. Under the multi-year deals, Budweiser will get an extensive suite of rights to activate globally, including LED perimeter boards, collective image rights, on-package branding rights, and exclusive content rights.

For its Premier League and La Liga sponsorships, Budweiser has planned year-long marketing programs that will include viewing parties for fans, limited-edition packaging and content focused on seminal players both on and off the pitch.

Eelco van der Noll, head of partnerships at AB InBev, described the deals as the “missing piece in the puzzle” for Budweiser’s sponsorship program in between World Cups. Now, Budweiser will be in the spotlight every year during the Premier League and La Liga seasons.

One of the primary components of the deal is on-package branding rights, which will see the La Liga and Premier League players, logos and trophies pictured on Budweiser’s primary and secondary packaging.

Richard Masters, interim chief executive of the Premier League said, “We are delighted to announce Budweiser as a new Premier League partner. Budweiser has a track record of innovative football sponsorships, including partnering with the FIFA World Cup over many years. We look forward to working together to bring our new partnership to life and capturing the imagination of our fans all over the world.”

La Liga President Javier Tebas also commented, “We’re committed to growing the passion for football around the world. This historic partnership with Budweiser will only add to the growing excitement and anticipation for this year’s season and we’re thrilled to have them as partners. The global visibility of Spanish clubs will be strengthened thanks to this agreement.”

Pedro Earp, chief marketing officer at AB InBev said: “We are excited to kick-off these long-term partnerships with the Premier League and La Liga, two world-class football competitions.” He added: “These partnerships will allow us to further connect with key consumers and football fans across the globe. We are passionate about football, and so are our consumers, so we couldn’t be prouder to celebrate the sport, the players, and most importantly, the fans.”

Budweiser is already a long-time partner of the Fifa World Cup, but is strengthening its ties with football via this new association with two of the world’s most famous leagues. Earlier this year, it became the official beer of the England senior women’s team and of Wembley Stadium.

Particulars: Collective Images

In each collective image, Budweiser has to use at least four Premier League players, each representing different clubs, and seven La Liga players, also representing different clubs.

Content Rights

The rights in the two deals are broadly similar, but there are some differences when it comes to content rights and LED rights.

LED Rights

At La Liga, Budweiser will get 3-4 minutes’ LED time per game at every fixture except Barcelona and Real Madrid home games. [This is likely due to sponsorship agreements those clubs have in place with brewers Estrella Damm and Mahou Cinco Estrellas, respectively.]

Under the Premier League deal, Budweiser will also get a smaller share of Premier League LED rights, which it has purchased through an agreement with a third-party provider.

Next Page: Why the new deal with Budweiser is significant to La Liga

Resumen en español

Budweiser, marca internacional de Anheuser-Busch InBev, anunció la semana pasada un acuerdo de varios años con dos de las principales ligas de fútbol internacionales, la Premier League y La Liga. Como antiguo socio de la Copa Mundial de la FIFA™, y seguidor de las ligas de fútbol y de diversas selecciones nacionales de todo el mundo, Budweiser se enorgullece de ampliar su apoyo al deporte rey conectando con más aficionados al fútbol cada año. Estos nuevos acuerdos se activarán en los cinco continentes y en más de 20 países, incluyendo a Reino Unido, China, Sudáfrica, India, Chile y Nigeria, acercando a los seguidores a sus héroes del fútbol gracias a una serie de programas únicos en todo el mundo.

Siendo la marca de cerveza más valiosa del mundo, the King of Beers lanzará su campaña global Be a King junto con estos acuerdos. Esta campaña inspirará a aficionados de todo el mundo acercándolos a los reyes del deporte. Las acciones incluirán envases de edición limitada mostrando los emblemáticos trofeos de liga, ‘viewing parties’ exclusivas, activaciones en broadcasters y contenido diseñado para celebrar la grandeza de los jugadores en el terreno de juego y su impacto cultural fuera del mismo.

“Nos entusiasma poner en marcha estos acuerdos a largo plazo con la Premier League y La Liga, dos competiciones de fútbol de categoría mundial. Estas asociaciones nos permitirán conectar aún más con los consumidores clave y seguidores del fútbol de todo el mundo”, declaró Pedro Earp, director de marketing de AB InBev. “Nos apasiona el fútbol, igual que a nuestros consumidores, así que no podemos estar más orgullosos de homenajear al deporte, a los jugadores y, lo que es más importante, a sus aficionados”.

Richard Masters, director general en funciones de la Premier League afirmó: “Estamos encantados de anunciar que Budweiser será un nuevo socio de nuestra competición. Budweiser tiene un gran historial de innovadores patrocinios de fútbol, incluyendo el de la Copa Mundial de la FIFA™ durante muchos años. Estamos deseando trabajar juntos para desarrollar esta asociación y atraer el entusiasmo de nuestros aficionados de todo el mundo”.

El presidente de La Liga, Javier Tebas, añadió:

“Estamos comprometidos con aumentar la pasión por el fútbol en todo el mundo. Esta asociación histórica con Budweiser será una gran aportación a la creciente emoción y expectativas para esta temporada y estamos muy felices de tenerlos como socios. La visibilidad global de los clubes españoles se fortalecerá gracias a este acuerdo”.

Real Madrid CF Will Not Seek Naming Rights For Estadio Bernabéu

Club will not seek naming rights partner for the revitalization of the Bernabéu Stadium; Has “great opportunities” in business without changing the name of the stadium.

Miami, Fla. (Thursday, July 25, 2019) – Kenneth Russo

What’s in a name? In the case of a famous one, a reason not to alter it.

One of the world’s most iconic football stadiums will not be adopting a corporate name. This news came from Real Madrid Club de Fútbol’s Global Head of Partnerships, David Hopkinson.

As reported in Spanish publication ReasonWby.Es, Hopkinson had been interviewed and asked about this ahead of the World Football Summit 2019. It was believed that Real Madrid would seek a stadium naming rights partner. He commented, “Anything is possible, but to put a corporate name on the stadium probably would be incorrect. There are places around the world that are iconic and must be respected.” (“Hay lugares en todo el mundo que son icónicos y deben respetarse”) He also added that Real Madrid enjoys an extraordinary assortment of income-generating opportunities that do not involve adopting a corporate name for the home of Los Blancos.

“Hay lugares en todo el mundo que son icónicos y deben respetarse”

While the stadium’s name is not changing, many aspects of the stadium will be. The club is planning a complete transformation of the Estadio Santiago Bernabéu, which is expected to take until 2023 to finish.

Madrid’s ambitious plans for a “digital stadium of the future,” were made possible after securing loans totalling €575 million (£497 million/$641 million USD) in April, 2018 from two US-based financial institutions: Bank of America Merrill Lynch and JP Morgan. They will start repaying the loans in 2023 at a fixed 2.5 percent interest rate through 2049. The club will service an annual debt of €29.5 million per year on the project throughout the period.

Hopkinson, a Canadian, (and graduate of McGill University) was hired in summer of 2018, after having worked with Maple Leaf Sports and Entertainment (MLSE), where he was the Chief Commercial Officer. MLSE is the parent company of Toronto Football Club (MLS), the Toronto Maple Leafs (NHL) and Toronto Raptors (NBA). Explaining the overall business strategy of Real Madrid, Hopkinson said that Real Madrid believes the more it is able to internationalise its business, reputation, and fan base, in the process making the club a global enterprise, the more opportunities the club will have with sponsors around the world.

“Cuanto más podamos internacionalizar nuestro negocio, nuestra reputación, nuestra base de fans, para globalizar este negocio, más oportunidades tendremos con patrocinios en todo el mundo”, detalló.

La renovación incluirá un techo retráctil, nuevos servicios y experiencias diseñadas para los fanáticos, que aprovecharán las posibilidades de lo digital.

The renovation will include a retractable roof, new services and experiences designed for fans, taking advantage of the latest in digital stadium technology.

While a football club can expect millions of dollars to have a corporate name on its stadium, in the case of Real Madrid CF, Hopkinson believes the benefit of not changing outweighs the increased revenue. Reaching that conclusion was probably also made easier by the fact that Real Madrid was looking for a naming rights sponsor but actually had difficulty attracting one. Potential sponsors were cautious to invest given the status of the stadium as one of the most famous in the world. It was thought, and altogether realistic to believe, that people would still refer to the stadium as the Estadio Santiago Bernabéu no matter what corporation sponsored the venue.

Video: Real Madrid CF

ReasonWhy.es: El Real Madrid no busca un nombre comercial para el estadio Santiago Bernabéu

Sports Pro Media: Oct. 2018: Réal Madrid Struggle For Naming Rights Deal


Photo Gallery (credit: Real Madrid CF)