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
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 Williams. 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 http://EnjoyHeinekenResponsibly.com. 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.
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