US: Heineken extends US tennis deal
Heineken has renewed its sponsorship of the US Open tennis tournament for a further five years.
The brewer's US subsidiary, Heineken USA, said yesterday (14 August) that it will continue its relationship with the United States Tennis Association at the tournament until 2010.
As official beer sponsor of the event, which runs from 28 August to 10 September, Heineken's presence includes the presentation of the Heineken Star Award in conjunction with CBS, the Heineken Red Star Café, a hat giveaway on 2 September, and Heineken Premium Light signage.
"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. "This year, we are also excited to introduce the extraordinarily smooth taste experience of new Heineken Premium Light."
Pierce O'Neil, chief business officer at USTA added: "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."
Financial details of the sponsorship extension were not disclosed.
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