A mix of commercials, contests, and interactive engagements, the push celebrates the country’s rich soccer history and beer-maker’s future

Heineken has launched its Soccer is Here campaign as a tribute to the marque’s passion for the game and the game’s growth in the United States. Also a hat trick starring its sports-immersed celebrity spokespersons, the push is set to spotlight three key football giants.

The brand ambassadors involved with the initiative include international Spanish star and New York City Football Club’s captain, David Villa; U.S. Women’s National team captain and summer games juggernaut, Carli Lloyd; and American soccer legend, Landon Donovan.

A mix of commercials, contests, and interactive engagements, the year-long initiative celebrates the country’s rich soccer history, beer-maker’s future as well as its partnerships in play with associations such as the UEFA Champions League (UCL) and Major League Soccer (MLS).

Developed by Publicis New York, the effort debuts in conjunction with MLS’s opening day on 6 March 2016. Led by 15-second spots featuring Villa and Donovan, the advertisements capture the players’ journey to prominence, depicting each athlete’s American dream.

A 30-second clip slated for mid-March will highlight soccer’s momentous rise and raise a glass to the supporters who have helped elevate the game. Meanwhile, Lloyd’s 15-second spot rolls out in April. The campaign will last the duration of both the UCL & MLS seasons.

“As the world’s most international beer, it’s clear to see soccer’s popularity is brewing in America. We are excited to be part of that momentum and heritage, and we’ll be bringing fans closer to the game all year long,” said Ralph Rijks, Senior Vice President of Heineken.

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