Heineken US Strategy

Heineken Brands Build U.S. Sports Strategy With Focused Increments

As a global beer brand, Heineken is invested heavily in soccer – the brand is making the same play in the U.S. The world’s No. 2 beer company doesn’t have the same clout in the U.S. – a 3.5% market share – so rather than exploring deals across all sports, Heineken and its subsidiary brands are taking a much more targeted approach to sports marketing, said Quinn Kilbury, Heineken USA head of partnerships and consumer partnerships. Anheuser-Busch InBev and MillerCoors […]

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Turner Sports, Bleacher Report See Growth Ahead For Champions League In Year Two

Deeming its first year of coverage a success, Turner Sports and Bleacher Report are aiming to further ramp up content around the UEFA Champions League as it enters its second season as a rightsholder. The broadcaster shocked many in the sports industry when it acquired the U.S. English language rights to both the Champions League and the Europa League. Turner Sports agreed to pay more than $60 million annually for the rights, which run through the spring of 2021, outbidding […]

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LaLiga-Relevent Sports Partnership Expanding Reach In Year Two

When LaLiga and Relevent Sports Group announced last August that they were signing a 15-year joint venture to promote the league and soccer in North America, one element of the deal dominated the conversation – the plan to host a regular season LaLiga match in the U.S., which would be the first held outside of Europe. While that match has still not come to life – although the two sides say they’re making progress in making it happen – the […]

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USL Launching New Initiative That Celebrates Supporters

Soccer clubs have a unique connection with their fans – or better yet, supporters – that is unlike the relationship seen in any other sport. To pay homage, the USL is rolling out a new initiative across its USL Championship league that will see clubs do everything from feature fan-generated content to vote on a variety of things that will directly impact what their favorite clubs do on the field. Titled “Supporters Week,” the seven-day celebration will begin on August […]

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LaLiga Keeping U.S. Media Rights With beIN Sports Through 2024

LaLiga is on the verge of renewing its U.S. media rights deal with beIN Sports that would keep the Spanish league on the broadcaster’s English and Spanish channels through the 2024 season, according to industry sources. LaLiga is currently in the last year of its existing deal with beIN, a partnership that dates back to 2012 and that was renewed in 2015. While the Spanish league boasts arguably the two most popular soccer clubs in the world in Barcelona and […]

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Star-Studded Additions to Sounders’ Ownership Group

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.  Watch out James Harden and Will Ferrell: the MLS celebrity ownership pick-up game just got even bigger. The MLS club announced yesterday that eleven families with connections to the Seattle area would be joining its ownership group. The new investors will take over part of a stake formerly held by Joe Roth, the Hollywood producer who helped the city land an MLS expansion spot […]

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NBC Sports Plots Plan To Deepen Premier League Reach In U.S.

As NBC Sports prepares to broadcast the Premier League for the seventh consecutive season, coordinating producer Pierre Moossa says the focus for this year is quite simple. “Everything is about increasing the reach of the Premier League across all of our platforms,” said Moossa. “Looking back at last season, we want to build on the success of trying to be anywhere that fans are consuming the Premier League, whether that’s on television, on YouTube, via a podcast or even live […]

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When are kids quitting sports?

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. Although the youth sports industry is a $15.5 billion market in the US, according to a report from Wintergreen Research, the average kid is done with youth sports by the age of 11, according to a new survey from the Aspen Institute. What do you need to know? – In 2018, only 38% of kids ages 6 to 12 played team sports on a regular basis, […]

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Steve Nash In Talks To Return To Turner’s UEFA Coverage

Will former NBA star Steve Nash continue his second career as a TV soccer analyst? We should find out soon, with the two-time MVP now in “active discussions” for a new contract with Turner Sports. The retired NBA point guard surprised many by joining Turner not a basketball analyst last year, but for soccer. But Nash’s deal with Turner to cover the UEFA Champions League and UEFA Europa League was only for one season, said sources. Turner acquired the rights […]

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Shot Callers: Rudolf Vidal, President of the Americas, Bayern Munich

Thanks to events like the International Champions Cup and several high-level European leagues and teams setting up offices in North America, the popularity of professional soccer continues to rise in the United States. One club at the forefront of this has been FC Bayern Munich. The club’s President of the Americas Rudolf Vidal sat down with FOS’ Ian Thomas to discuss the U.S. soccer market, the International Champions Cup, winning over North American fans, and more. Edited highlights appear below: […]

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