Heineken Enhances Its Partnership With US Open Through Upgraded Fan Programs and Exclusive Player Party

Highlights Include 'Most Irresistible Player' Star Award, Heineken Hat Day

and Heineken Red Star Cafe

Aug 24, 2007, 01:00 ET from Heineken

    WHITE PLAINS, N.Y., Aug. 24 /PRNewswire/ -- Heineken, the official beer
 sponsor of the 2007 US Open, is enhancing fans' enjoyment of the tournament
 by creating premium brand experiences on and off the court. Heineken is
 partnering with the USTA and Maxim Magazine to host the official US Open
 Player Party, an exclusive pre-tournament party for the players and past US
 Open Champions. The brand is continuing its successful partnership with CBS
 to present the Heineken Star Award to the "Most Irresistible Player."
 Heineken also will again have a strong branding presence on the US Open
 grounds with the Red Star Cafe, which provides fans with a lively sports
 bar atmosphere. Finally, all fans over 21 years old will receive a
 customized cap on the popular Heineken Hat Night on Saturday, Sept. 1.
     "Our 16-year partnership with the US Open exemplifies our mutual
 respect and commitment to this extraordinary sporting event and to its
 passionate fan base," said Andy Glaser, Brand Director for Heineken. "We're
 thrilled to create engaging experiences for fans who appreciate the
 superior play and atmosphere at this one-of-a-kind tournament as well as
 the special quality and taste of Heineken and Heineken Premium Light."
     Heineken Star Award
     The theme of year's Heineken Star Award is the "Most Irresistible
 Player," which not only focuses on athletic performance, but also
 recognizes one tournament player for making a difference in the world
 around them through various philanthropic initiatives. Following are the
 six "Most Irresistible" nominees for 2007 Heineken Star Award: Andre
 Agassi, James Blake, Jimmy Connors, Chris Evert, Billy Jean King and Serena
     The winner will be announced on Saturday, Sept. 8 on CBS-US Open
 telecast, between the two men's semi-final matches.
     The Heineken Star Award, a uniquely designed crystal trophy, is
 presented to the game's most irresistible player. The award reinforces the
 irresistible taste and experience of Heineken Premium Light beer. Past
 recipients of the Heineken Star Award include Pete Sampras, Patrick Rafter,
 Carlos Moya, Todd Martin, Amelie Mauresmo, Andy Roddick and Roger Federer.
     Heineken Red Star Cafe
     Fans attending the US Open can take a break from the action at the
 Heineken Red Star Cafe, one of the most popular locations on the grounds.
 Patrons 21 and over can enjoy Heineken and Heineken Premium Light draught
 beer while watching matches on closed-circuit TV monitors. New to the Cafe
 this year is Heineken's "Extra Cold Draught System," an innovative frozen
 ice tower that serves beer at extra cold temperatures. The Cafe, located
 outdoors in the South Plaza, is accessible to all ticket holders during the
 day and evening.
     In addition, Heineken and Heineken Premium Light draught beer will be
 sold from special draught backpacks at various locations on the grounds
 during both day and evening sessions.
     Heineken Night
     The official "Heineken Night" at the US Open is on Saturday, Sept. 1,
 where custom Heineken/US Open branded hats will be distributed to fans 21
 and over.
     Official US Open Players' Party
     Heineken, the US Open and Maxim Magazine will be kicking off this
 year's tournament with the exclusive US Open Players' Party, on Friday,
 Aug. 24. Held at Ono in the Hotel Gansevoort, this much anticipated event
 is expected to be one of the highlights of the tournament. All players who
 have made the Main Draw are invited. Andy Roddick, James Blake, and Venus
 and Serena Williams will be hosting the event while renowned DJ Sky Neller
 will be spinning.
     US Open Partnership
     Heineken is currently in its 16th year of sponsorship with the US Open,
 which continues through 2010. The partnership also includes prominent
 onsite and on court Heineken Premium Light signage.
     About Heineken USA
     Heineken USA Inc., the nation's premiere 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; and Buckler non-alcoholic brew. Heineken USA is
 also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta
 Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit
     About the US Open
     The 2007 US Open will mark the culmination of the US Open Series, the
 six- week summer tennis season linking all major ATP and Sony Ericsson WTA
 Tour tournaments in North America to the US Open. The US Open is the
 highest annually-attended sporting event in the world. More than 95 million
 viewers watched the 2006 US Open on CBS Sports and USA Network, and
 international broadcasts reached more than 180 countries. The 2007 US Open
 will be held Monday, August 27 through Sunday, September 9. Tickets for the
 2007 US Open can be purchased four ways: 1) at http://usopen.org; 2) by
 calling Ticketmaster at 1-866-OPEN-TIX; 3) at all Ticketmaster outlets; or
 4) at the USTA Billie Jean King National Tennis Center box office.
     About the USTA
     The USTA is the national governing body for the sport of tennis in the
 US 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. It owns and operates the US Open, the largest annually attended
 sporting event in the world, and launched the US Open Series linking 10
 summer tournaments to the US Open. A not-for-profit organization with
 7000,000 members, it invests 100% of its proceeds in growing the game. For
 more information on the USTA, log on to http://usta.com.

SOURCE Heineken