Major League Soccer (MLS) and premium beer brand Heineken recently celebrated the first  MLS Heineken  Rivalry Week, which features two separate weeks of competition throughout the summer that highlights some of the league’s most anticipated matchups of the year. In January 2015, Heineken announced a landmark, five-year partnership agreement with MLS to become the Official Beer of the League.

The deal not only further cemented Heineken’s position as a leader in soccer worldwide, it also allowed MLS and Heineken to mark the league’s 20^th season by creating two weeks dedicated to cross-town and intrastate competition with bragging rights on the line. The first Rivalry Week was held  June 22-28, with the next one scheduled for August 24-30.

The Heineken House featured live viewing events, a photo exhibit of classic MLS soccer imagery, fan photo booths and other interactive elements. Former MLS legends made appearances and interacted with fans, offering color commentary during some games. MLS legends shared their excitement for these rivalries, celebrated the growth of the league and talked about how unique activities like the Heineken House were perfect ways to usher in a new era of fandom for clubs across the country.

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“Get Me In There!” Content Series

To accompany MLS Heineken Rivalry Week, a short-form content series called “Get Me In There!” was launched. The series is being produced with the goal of immersing viewers in the communal pageantry that defines MLS fandom. Every MLS club boasts its own distinct fan culture and match day experience. “Get Me In There!” highlights this diversity while celebrating the artistry, devotion, and fellowship of North American soccer fans.

Host, Rachel Bonnetta, and MLSsoccer.com will travel across North America to walk in the shoes of the people driving soccer’s growth – the fans of MLS clubs. The series will consist of 10 episodes released throughout this exciting summer of soccer, which can be found by following @heinekensoccer or going to www.mlssoccer.com/GetMeInThere

For more information on Heineken’s involvement with soccer, follow on Twitter, @HeinekenSoccer, visit the Heineken Facebook page, www.facebook.com/Heineken, and check out the official website at HeinekenRivalryWeek.com.