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.
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
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.