Heineken creates life-sized foosball table to mark MLS Rivalry Week

Heineken has created a life-sized foosball table as part of its ‘Rivalry Week’ marketing efforts to increase hype around the one of the biggest weekends of the MLS season.

The recreation of the classic table-top game has been set up in Herald Square, New York where Heineken has opened a pop-up marquee which will serve as a hub for the celebrations around the most anticipated fixtures of the year.

As the official beer sponsor of the MLS, Heineken has set up a life-sized pitch which gives rival fans the chance to face off in a four versus four game of life-sized foosball.

The stunt is part of the beer brand’s Rivalry Week campaign - spanning 19-23 May - which showcases and celebrates the history behind the five biggest rivalry matches in the league which are taking place over the five-day period.

The highly anticipated fixtures include Philadelphia Union vs D.C. United, New York City vs New York Red Bulls, Toronto FC vs Columbus Crew SC, Portland Timbers vs Vancouver Whitecaps, and LA Galaxy vs San Jose Earthquakes.

A number of the clubs involved in the fixtures have begun supporting the social media drive too, including City Football Group-owned club New York City FC.

The club provoked their NY rivals by offering a free jersey if they traded in their New York Red Bull jersey.

This weekend also marks the first-ever MLS match to be broadcast on Fox Sports which will show the NYCFC vs New York Red Bulls game, illustrating the growing popularity of the sport in North America. As official beer sponsor for the MLS Heineken have worked with league bosses and Twitter to help push the campaign which has its own ‘Rivalry Week’ emoji.

Discussing the campaign Heineken USA’s chief marketing officer, Nuno Teles, said: “Rivalries are the backbone of sports, Heineken and MLS continues to be a perfect match to celebrate Rivalry Week and the competitive spirit that comes alongside in the U.S., especially among two premium brands that have always had soccer deeply rooted within their DNA.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.