Heineken USA today (March 8) announced a partnership with multi-platform soccer media outlet Copa90, to release a six-part original content series for Major League Soccer (MLS), and a documentary on the launch of LAFC (Los Angeles Football Club), the league's newest expansion club.
'Hometown,' presented by Heineken, is a series that explores supporter and MLS city culture through the lens of the league’s biggest stars. The first episode features Atlanta United striker, 2017 MLS Newcomer of the Year finalist and Venezuelan international Josef Martinez. The content series can be viewed across Copa90’s social channels.
Additionally, Copa90, which has a specialty in fan-made content, and Heineken have collaborated on a fan-led documentary around the home opener of LAFC. The documentary will highlight all the aspects of the expansion team's home arena, Banc of California Stadium. This profile will tell the story of the first ever match day experience at the stadium through the eyes of the supporters.
Heineken USA has also sponsored Copa90’s flagship show Walk Talk Football throughout the season. The sponsorship has included the MLS season preview and episodes across Heineken Rivalry Week. Walk Talk Football is hosted on YouTube by three-time MLS All-Star and former US Men’s National Team player, Heath Pearce.
“Soccer is the most social and beautiful sport in the world, and we continue to invest heavily in the space as one of the most connected beers and brands in the sport,” said Rob Ryder, brand manager, Heineken USA. “We’re thrilled to partner with Copa90 who specialize in fan-first community content, to tell these stories through the eyes of some of the league’s top players, and their supporters.”
Added Tom Fitzgerald, vice president at Copa90: “Major League Soccer supporters are the heart and soul of each club and city. The opportunity to partner with an iconic brand like Heineken and to tell these stories is unprecedented. We look forward to sharing this content series with millions of MLS fans across the country in the months ahead.”
MLS’ 23rd season kicked off March 3, with the launch of a new campaign 'Our Soccer' featuring rapper 2 Chainz. MLS’s marketing arm Soccer United Marketing has also partnered up with Copa90 on deeper content initiatives for the soccer leagues, as well as the Mexican National Team and the Concacaf Champions League.