SOURCE: Heineken USA

Heineken USA

August 24, 2009 11:06 ET

Heineken USA Kicks Off 18th Year of US Open Sponsorship by Acing Its Commitment to the Community

Heineken Gives Itself a Good Name as Consumers, Distributors and Retailers Support Initiative to Enhance Lives of Children Through Tennis and Education

NEW YORK, NY--(Marketwire - August 24, 2009) - US Open festivities will unofficially start nearly one week before the world's brightest tennis stars take to the court, as the New York and tennis communities will come together to support youth programs across the country.

As Heineken USA enters its 18th year of sponsoring the US Open, it will leverage the momentum of its national philanthropic program -- "Heineken with a Heart" -- to raise funds for USTA Serves, the philanthropic arm of the USTA. USTA Serves uses tennis as a vehicle to encourage kids to pursue their dreams by succeeding in school and becoming responsible citizens.

The "Heineken with a Heart" event, which will take place on Aug. 25 at the USTA Billie Jean King National Tennis Center, will bring together members of the tennis and New York area community 21+ for an evening of socializing and support for a noble local cause. Attendees will also have the opportunity to bid on a number of sports and entertainment memorabilia and experiences, with all proceeds benefiting USTA Serves.

"Being an active and responsible member of the communities where our employees live and work and where our products are enjoyed is one of the foundational values of our organization," said Christian McMahan, chief marketing officer, Heineken USA. "Our involvement with the US Open represents one of the core experiential initiatives for the Heineken brand each year. I am really proud to be able to bring together two of our passions in support of a worthy cause, while allowing our partners and consumers the opportunity to give themselves a good name by giving back to the community."

The "Heineken with a Heart" national philanthropic initiative was launched by the nation's premier beer importer in 2007 in collaboration with its local distributors and their retail accounts to build on a common commitment to giving back to the community and worthy causes and organizations. The events bring together business leaders, local personalities and neighbors for an evening of fun to support and raise much needed funds for organizations that serve these communities. This collective effort of Heineken USA, distributors and retailers has raised more than $550,000 in contributions for local non-profit organizations and charities through the generosity of local businesses and consumers.

As the tournament moves into full swing on Aug. 31, consumers will have numerous opportunities to maximize their experience at the USTA Billie Jean King National Tennis Center.

Heineken Light Lounge

Heineken USA will introduce the new Heineken Light Lounge for this year's tournament. Located near the East Gate entrance, adjacent to mass transportation services and parking lots, the Heineken Light Lounge provides consumers 21+ a refreshing retreat during their visit. Fans can purchase ice cold Heineken and Heineken Light while engaging in several interactive experiences. In addition, new Heineken apparel and accessories will be available for purchase for the first time. Also, building off Heineken Light's proposition of "Upgrade Your Experience," visitors to the Lounge have a chance to be the lucky recipients of upgraded tickets to the Heineken Suite or courtside seats in Arthur Ashe Stadium.

Red Star Café

Adult fans, 21 and older, attending the US Open can take a break from the action at the Heineken Red Star Café, one of the most popular locations on the grounds. This year, a limited edition 22-ounce Heineken Light/US Open glass will be available for purchase.

Heineken Star Award

Heineken's distinction as the official beer sponsor includes the presentation of the Heineken Star Award in conjunction with CBS -- given to the player who "Gives Himself a Good Name" from both an athletic and philanthropic standpoint. The award pays homage to the player who lives by the credo "Give Yourself a Good Name," while reinforcing the movement for consumers to "Give Yourself a Good Name" and experience Heineken Light beer. The winner will be announced on CBS during the men's semifinals on the final Saturday of the tournament.

Heineken Night

Heineken will help all fans, 21 and older, in attendance capture memories from the 2009 tournament on Saturday, Sept. 5, when they will receive a custom Heineken Light/US Open co-branded hat.

US Open Player Party

Heineken Light and the USTA will join with Andy Roddick, Venus Williams, Serena Williams and James Blake to host the third annual Official US Open Player Party on Friday, Aug. 28 to kick-off the tournament. This highly anticipated event is expected to be one of the first highlights of the tournament, as it brings top players and celebrities together to ring in the season's final Grand Slam event.

"The US Open is one of the most prestigious sporting events in the world, with passionate fans who appreciate the high quality play and the incredible atmosphere," said McMahan. "It's a perfect match to reinforce connections to our core consumers; both Heineken and the US Open have fans that are highly discerning and appreciate the premium status and experience of our respective products."

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 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 www.EnjoyHeinekenResponsibly.com.

About the USTA

The USTA is the national governing body for the sport of tennis in the U.S. and the leader in promoting and developing the growth of tennis at every level -- from local communities to the highest level of the professional game. A not-for-profit organization with 730,000 members, it invests 100% of its proceeds in growing the game. It owns and operates the US Open, the highest attended annual sporting event in the world, and launched the Olympus US Open Series linking 10 summer tournaments to the US Open. In addition, it owns the 94 Pro Circuit events throughout the U.S., is a minority owner and promotional partner of World TeamTennis, and selects the teams for the Davis Cup, Fed Cup, Olympic and Paralympic Games. The USTA philanthropic entity, USTA Serves, provides grants and scholarships and through tennis, helps underserved youth and people with disabilities to improve academics, build character and strive for excellence. For more information on the USTA, log on to www.usta.com.