After striking an accord with MLS, Heineken is now going local, announcing partnership agreements with seven MLS clubs. Starting Jan. 1, the brand will partner with the Chicago Fire, Columbus Crew, D.C. United, Houston Dynamo, New York Red Bulls, New York City FC and Orlando City SC as either the Official Beer (Chicago Fire, D.C. United, New York City FC and Orlando City SC) or as the Official Import (Columbus Crew, Houston Dynamo and New York Red Bulls) of each individual club. The deal will include signage, intellectual property rights and retail activations as the brand works closely with the clubs to continue enhancing the fan experience in each city. “By partnering with these clubs we’re able to more directly connect with American soccer fans and provide them with a premium experience-and beer-they have come to expect from Heineken,” said Nuno Teles, Heineken Chief Marketing Officer. “We are known worldwide as a genuine soccer brand, and these partnerships will provide a direct platform to reach the soccer fans and fuel their passion for the game.”