Blog: Heineken has eye on the (soccer) ball in US

James Wilmore | 12 February 2015

Heineken believes there is a significant opportunity around soccer in the US

Heineken believes there is a significant opportunity around soccer in the US

Heineken is betting big on the long-term opportunity around soccer in the US.

The subject of football, as we call it here in Europe, cropped up yesterday during a CNBC interview with the Dutch brewer's CEO, Jean-François van Boxmeer, following the group's full-year results

CNBC presenter Geoff Cutmore asked Boxmeer if he thought Americans would ever take to soccer in the same way Europeans have.

“We bank on that on the long term, that's for sure ... I mean, everybody can go in American football or in baseball and with a brand like Heineken we are far away off that universe,” said Heineken's head. “So we're associated happily with soccer and I think it has good days ahead of it in the US and we invest in that, absolutely.”

Judging by the amount of English Premier League and Heineken-sponsored UEFA Champions League games being screened live on US cable networks the last time I visited, I'd say the brewer is backing a strong horse.

The full interview with van Boxmeer can be viewed here.

Sectors: Beer & cider

Companies: Heineken


SABMiller's last word

Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....


"Buy a Mountain Dew and enjoy it"

No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....


Did Alibaba's 9.9 Global Wine and Spirits Festival flop?

Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....


Is Vietnam about to curb late-night drinking?

In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....

just-drinks homepage

Forgot your password?