WHITE PLAINS, New York, May 24, 2016 /PRNewswire-HISPANIC PR WIRE/ — Today, Heineken^® announced it will become the presenting sponsor and official beer of the International Champions Cup (ICC), the premier pre-season soccer tournament that brings the world’s best clubs to the United States. Heineken and Relevent Sports have agreed to a multi-year partnership that begins this summer with national retail promotions and match day activities. Heineken and ESPN have also reached a media agreement that will extend Heineken’s presenting sponsor position across all ESPN broadcasts of ICC matches.

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“Soccer has been a central tenet of Heineken’s global heritage, and our sponsorship of International Champions Cup solidifies our role in sustaining soccer’s fantastic momentum in the U.S.,” said Nuno Teles, Chief Marketing Officer of HEINEKEN USA. “Together we will be bringing some of the best European soccer stars to the states, elevating the experience for fans and cementing soccer’s role in the national consciousness.”

As presenting sponsor, Heineken will continue its dedication to the sport in the United States and steadfast belief that “Soccer is Here.” Through platforms like the ICC, Major League Soccer (MLS), Union of European Football Associations (UEFA) Champions League and with spokespeople like soccer stars David Villa, Landon Donovan and Carli Lloyd, Heineken is highlighting the beautiful game to both long-term and casual fans in America.

The partnership between Heineken and Relevent Sports will not only bring American fans captivating European stars, it will also deliver on premise events, unique fan experiences, ticket giveaways, and digital content campaigns. “Heineken is a dynamic brand, with a proven track record of activating its partnerships and authentically connecting with soccer fans. The ICC represents an ideal platform to curate custom brand campaigns, and we are thrilled to build something special with Heineken this summer and beyond,” said Bob Brennfleck, CEO, Ascendent Sports Group.

“This partnership has the ability to reach a cohort of sports fans that perfectly aligns with our target market,” said Teles. “Soccer has the highest percentage of millennial fans of any major U.S. sport, and it is a way for us to advocate for the growth of soccer together.”

The 2016 ICC will run from July 23 through August 13 featuring 15 matches across the United States and Europe. Each club will play three contests and the club with the most points at the end of the tournament will be crowned champion. Today, ICC also announced that La Liga champions FC Barcelona and English giants Liverpool F.C. will meet on Saturday, August 6 at Wembley Stadium in London, England as part of the 2016 International Champions Cup Presented by Heineken^®. Full schedule as follows:

For more information on Heineken and Relevent Sports, and their ICC partnership, including exclusive content, live updates and ticket giveaways promotions in the near future, please follow Heineken on Twitter, @Heineken_US or visit the Heineken Facebook page, www.facebook.com/Heineken, the Heineken YouTube page, https://www.youtube.com/user/HeinekenUSA or the official Heineken website, Heineken.com.

For more information on this summer’s tournament, please follow the ICC on Twitter @IntChampionsCup, visit the ICC Facebook page, https://www.facebook.com/IntChampionsCup/ and the ICC Instagram page at www.instagram.com/intchampionscup/

About HEINEKEN USA

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of HEINEKEN NV, the world’s most international brewer. Core brands imported into the U.S. are Heineken^®, the world’s most international premium beer brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Red Stripe, Sol, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

About Relevent Sports

Relevent Sports provides an innovative approach to building a soccer presence in the United States and around the globe. Through tournaments such as the ICC, Relevent Sports showcases the best matchups in soccer featuring the top clubs and players from around the world.

About the International Champions Cup

The International Champions Cup is an annual summer soccer tournament organized by Relevent Sports, featuring the best clubs from around the world. A staple property of Relevent Sports and RSE Ventures, the International Champions Cup brings the best in soccer to iconic sports venues across North America, Australia, Europe and China. The International Champions Cup has hosted some of the most iconic matchups in the world, including the largest attended soccer match in U.S. history, when 109,318 fans saw Real Madrid and Manchester United play at the “Big House” at the University of Michigan. In its three-year history, Real Madrid, Manchester United and Paris Saint-Germain have all won installments of the North American tournament.

About Ascendent Sports Group

Founded in 2013 by Stephen M. Ross and Matt Higgins, Ascendent Sports Group is a dynamic, full-service marketing agency focused on innovative sponsorship sales, brand consulting, and event management and production within the global sports and entertainment sectors. Ascendent Sports Group is owned by RSE Ventures, a multi-national sports and entertainment venture firm with a focus on new technologies.

CONTACT:
Bjorn Trowery
HEINEKEN USA
Btrowery@HeinekenUSA.com
914-681-4138