Through this partnership, HEINEKEN USA will be the exclusive marketer of the entire beer category at the arena, including alcohol-free beer, cider and hard seltzer. As a founding partner of UBS Arena, exclusive beer of the four-time Stanley Cup champion New York Islanders and an official partner of the UBS Arena Concert Series, this is one of HEINEKEN USA’s most exciting sports and entertainment partnerships to date.
“It’s an incredible opportunity to be a founding partner of this new state of the art arena. Through modern design inspiration, Heineken®’s branded bars will bring sports fans and concertgoers an unforgettable experience,” said Jonnie Cahill, HEINEKEN USA CMO. “As the first imported beer to arrive in New York once prohibition ended in 1933, we wanted to give fans that same exciting experience when they return to entertainment venues this fall.”
As part of the partnership, there will be four Heineken® branded bars throughout the arena, each uniquely designed to evoke a boutique hospitality experience. Inspired by iconic New York landmarks, Heineken® will bring a modern interpretation of classic East Coast architecture in each of its branded bars.
Notably, one of Heineken®’s branded spaces includes an outdoor terrace bar designed with the fan experience in mind. The open-air setting with views of historic Belmont Park will be a memorable place for fans to gather for a refreshing Heineken® as the action unfolds.
As part of the exclusive partnership…
