Heineken USA announced a landmark deal today. It will be the exclusive supplier of hard seltzer for the new UBS Arena, a leading-edge sports and entertainment venue under construction in the heart of New York City.
Heineken will supply the arena with hard seltzer, cider, and beer in one of the “most exciting sports and entertainment partnerships to date” for the company, according to a release. No other beer category brands will be served in the arena.
Located approximately 7 miles from JFK and 13 miles from LaGuardia aiport, the new UBS Arena is located within Belmont Park, and has a design inspired by Central Park, Grand Central Terminal, and others. It boasts two outdoor terraces and “more restrooms per person than any arena in Metro New York,” which should come in handy for consumers of hard seltzer and beer.
Heineken will supply the arena with hard seltzer, cider, and beer in one of the “most exciting sports and entertainment partnerships to date” for the company, according to a release. No other beer category brands will be served in the arena.
“It’s an incredible opportunity to be a founding partner of this new state of the art arena,” said Jonnie Cahill, HEINEKEN USA Chief Marketing Officer. “Through modern design inspiration, Heineken’s branded bars will bring sports fans and concertgoers an unforgettable experience.”
There are four bars planned that will be Heineken-branded, each uniquely designed to capture the classic feel of a New York City drinking establishment.
As part of the exclusive partnership with the New York Islanders, Heineken will codevelop programming that includes strategic branding and in-market fan activations.
UBS Arena will open for the 2021-22 National Hockey League season this fall and host more than 150 sports and live entertainment events annually.
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