Heineken has renewed its sponsorship of the U.S. Open tennis tournament, its longest active sponsorship, and plans a host of promotions and events to activate the deal.
The new five-year agreement brings Heineken’s participation in the event through 2010, it’s fifteenth year as the official beer sponsor.
The brand will activate the sponsorship on a national and local level, including a major bid to showcase its new Heineken Premium Light.
Under one promotion, the Heineken Star Award allows fans nationwide to vote for the “smoothest champions in U.S. Open History,” which pays homage to legendary players with smooth moves, while reinforcing Heineken Premium Light’s smooth taste. Participants can view nominees—vignettes posted by Heineken and CBS—and vote for their favorites at Heinekenlight.com for a chance to win a trip for two to the tournament. Print ads in Men’s Health, Sports Illustrated and Sporting News support.
The Heineken Red Star Café will be located outdoors in the South Plaza in the middle of the action. The café offers a sports bar atmosphere where the matches can be watched on closed-circuit TV. On-premise promotions are being planned.
On Sept. 2, more than 20,000 Heineken Premium Light/U.S. Open branded hats will be distributed to fans 21 and older. The U.S. Open will be held Aug. 28 through Sept. 10.
In a separate development, Heineken has kicked off an interactive promotion for the 2006 AmsterJam music festival, a music event it created and continues to headline.
The program, Picture the Music Challenge, encourages music fans to keep their cell phones on so they can receive text messages throughout the day about artist lineups, upcoming performances and other activities taking place at the festival. Participants will be texted throughout the day to win prizes including viewing upgrades, backstage passes, U.S. Open tickets and meet-and-greet opportunities with the show’s second-stage performers.
AmsterJam is a daylong music festival taking place Saturday on Randall’s Island in New York.
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