HEINEKEN USA will be the exclusive beer and hard seltzer partner of the new UBS Arena, the metropolitan area’s most anticipated, cutting-edge live entertainment venue and new home to the New York Islanders Hockey Club. Through this partnership, HEINEKEN USA will be the exclusive marketer of the entire beer category at the arena, including alcohol-free beer, cider and hard seltzer. As a founding partner of UBS Arena, exclusive beer of the four-time Stanley Cup champion New York Islanders and an official partner of the UBS Arena Concert Series, this is one of HEINEKEN USA’s most exciting sports and entertainment partnerships to date. “It’s an incredible opportunity to be a founding partner of this new state of the art arena. Through modern design inspiration, Heineken®’s branded bars will bring sports fans and concertgoers an unforgettable experience,” said Jonnie Cahill, HEINEKEN USA CMO. “As the first imported beer to arrive in New York once prohibition ended in 1933, we wanted to give fans that same exciting experience when they return to entertainment venues this fall.” As part of the partnership, there will be four Heineken® branded bars throughout the arena, each uniquely designed to evoke a boutique hospitality experience. Inspired by iconic New York landmarks, Heineken® will bring a modern interpretation of classic East Coast architecture in each of its branded bars. Notably, one of Heineken®’s branded spaces includes an outdoor terrace bar designed with the fan experience in mind. The open-air setting with views of historic Belmont Park will be a memorable place for fans to gather for a refreshing Heineken® as the action unfolds. As part of the exclusive partnership with the team, Heineken® and the New York Islanders will codevelop programming that includes strategic branding and in-market fan activations. “Their rich history and proud New York heritage makes Heineken® the ideal foundational partner to complement UBS Arena’s timeless and classic design and further enhance our guest experience,” said Tim Leiweke, CEO of Oak View Group and leader of the arena project. “Together we look forward to welcoming home the New York Islanders and live entertainment audiences this fall to the last great arena built for this generation.” UBS Arena is a $1.1 billion multipurpose arena under construction and development next to the Belmont Park racetrack. The world-class entertainment venue will feature today’s advanced technology and premium amenities and is one of the few venues in the world designed for music and built for hockey. The state of the art arena will deliver an unmatched live entertainment experience for artists, athletes and guests alike with clear sightlines and premier acoustics. UBS Arena will open for the 2021-22 National Hockey League season this fall and host more than 150 sports and live entertainment events annually. For more information about the construction of UBS Arena and its upcoming events, visit www.UBSArena.com.
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