SOURCE: Heineken USA

September 16, 2009 10:00 ET

Heineken Announces Tour Sponsorship With Superstar DJ/Producer Tiësto to Celebrate Album Release

Dutch Giants, Heineken and Tiësto Combine to Give Fans in New York, Chicago and Los Angeles a Great Electronic Music Experience

WHITE PLAINS, NY--(Marketwire - September 16, 2009) - Heineken announced today the sponsorship of a three-city, seven-date concert experience featuring legendary Dutch DJ, Tiësto, in conjunction with the release of his latest artist release, "Kaleidoscope." The sponsorship, part of a larger Tiësto world tour, kicks off at the intimate Hammerstein Ballroom in New York City for three exclusive shows beginning September 24 and continues on to Chicago and Los Angeles. Heineken will offer fans at the event the chance to win premium upgrades, including a backstage meeting with Tiësto, autographed merchandise and exclusive VIP access within each venue.

"Heineken loves to bring new premium experiences to the consumers and we share a passion with Tiësto fans for world-class music and premium lifestyle experiences," said Filip Wouters, Vice President Marketing Heineken. "We're excited to present the world's most popular DJ to the United States for these one-of-a-kind performances."

Tiësto says, "It's great to work with Heineken, especially because we share the same heritage. They are huge supporters of quality music and art, so the partnership is a natural fit."

Following the kick-off in New York City, Tiësto will remain at Hammerstein Ballroom for shows on Sept. 25 and 26. On October 31, Heineken will bring Tiesto to Chicago's Congress Theater and will wrap up the tour with three special finale shows November 25, 27 and 28 at The Shrine in Los Angeles.

"Our goal is for fans to enjoy Tiësto in an intimate venue as they never have before and experience a show that could only be brought to them by Heineken," said Wouters. "Through our exclusive upgrades, fans can get closer to the action and really feel as if they're part of the show."

Fans at each show will have numerous opportunities to walk away with any number of great prizes through games and random drawings, including:

--  Follow the Star
    Audience members above the age of 21 receive wristbands at the door to
    signify that they are of legal drinking age. A number is printed on
    each wristband and guests holding wristbands within a designated
    numeric range will receive special access to the Heineken VIP Lounge.
--  Text2Win Wisdom Line Challenge
    Members of the audience will receive a shortcode to where they can text
    their Heineken Wisdom Lines -- or inspirational text. The text messages
    then appear on screens located throughout the venue and random winners
    will receive a confirmation text back telling them where to go to
    redeem their prize.

For more information about Heineken's Tiësto concert experience, visit and Tickets can be purchased at Additionally, details about the series will be made available on the official Heineken USA Facebook page.

About Heineken USA

Heineken USA Inc., the nation's premier 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; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit

About Tiësto

Having over two decades in electronic music and recognized as the world's biggest DJ, Tiësto's accomplishments go far beyond the dance music community. Tiësto performed in front of billions during The Parade of Athletes at the official opening ceremony of the 2004 Olympic Games in Athens and his "Elements Of Life" album received a Grammy Award nomination for "Best Electronic/ Dance Album" in 2007. He is the first DJ in the world to sell out a stadium event for over 25,000 people, as well as playing the largest-ever single DJ performance in North America during a sold out show of more than 15,000 people at the Los Angeles Sports Arena. In 2008, Tiësto was voted #1 DJ in the world by leading UK dance magazine Mix Mag, as well as headlining both the Coachella and Bonnaroo Festivals. Tiësto's recent highlights in the studio include the upcoming artist album "Kaleidoscope" and remixes for Bloc Party, Yeah Yeah Yeahs, Calvin Harris and the Editors. Please visit for more info.

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