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USTA AND HEINEKEN SIGN NEW SPONSORSHIP AGREEMENT THAT EXPANDS CURRENT AGREEMENT FOR FIVE MORE US OPENS

August 14, 2006 03:47 PM

The USTA and Heineken USA, the nation’s largest beer importer, today announced a new agreement that extends the relationship with the US Open through the 2010. Now in its 15th year of sponsorship, Heineken is continuing its efforts to enhance fans’ enjoyment of the event through premium brand experiences, and this year will showcase the new Heineken Premium Light.

As the Exclusive Beer Sponsor of the US Open, Heineken USA is activating the sponsorship nationally and locally. Heineken USA will present the Heineken Star Award, where fans nationwide can vote for the “Smoothest Champions in US Open History,” which pays homage to the legendary players with the smoothest moves, while reinforcing the Heineken Premium Light brand. Consumers 21 and older can visit www.heinekenlight.com to review nominees, view vignettes posted by Heineken and CBS, and then vote for their favorite champions. Fans going to the website also will have the chance to win a trip to the US Open.

Fans on-site at the US Open can also experience the lively Heineken Red Star Café. Located outdoors in the South Plaza in the middle of the action, the Café has an engaging sports bar atmosphere where fans 21 and older can enjoy Heineken Premium Light, Heineken Lager or Amstel Light while watching matches on closed-circuit TV monitors. The Café is accessible to all ticket holders to day and evening sessions and also serves light snacks. Also, during Heineken Night at the US Open on Saturday, September 2, more than 20,000 branded hats will be distribute to fans 21 and older.

“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,” said Pierce O’Neil, Chief Business Officer, USTA. “In addition to their activation on-air, the Heineken Red Star Café has become one of the most popular meeting places for fans on-site at the US Open.”

“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. “The US Open is one of the most special sporting events in the world, with a passionate fan base who appreciate the high quality and the incredible atmosphere that makes the Open so unique. These tennis fans are highly discerning, and appreciate the premium status, quality and taste of the Heineken brand. This year, we are also excited to introduce the extraordinarily smooth taste experience of new Heineken Premium Light.”

The 2006 US Open will be held Monday, August 28 through Sunday, September 10. Tickets for the 2006 US Open can be purchased four ways: 1) at usopen.org; 2) by calling Ticketmaster at 1-866-OPEN-TIX; 3) at all Ticketmaster outlets; or 4) at the USTA National Tennis Center box office.

About Heineken USA

Heineken USA Inc., the nation’s largest beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. Brands imported into the U.S. include: Heineken Lager, the world’s most international beer brand; new Heineken Premium Light, Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

About the USTA

The USTA is the national governing body for the sport of tennis in the U.S. and the leader in promoting and developing the growth of tennis at every level - - from local communities to the highest level of the professional game. It owns and operates the US Open, the largest annually attended sporting event in the world, and launched the US Open Series linking 10 summer tournaments to the US Open. In addition, it owns the 94 Pro Circuit events throughout the U.S., and selects the teams for the Davis Cup, Fed Cup, Olympic and Paralympic Games. A not-for-profit organization with 675,000 members, it invests 100% of its proceeds in growing the game. For more information on the USTA, log on to usta.com.

 

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