New Installation Joins Red Star Cafe and Digital Activations to Redefine Experience for Tennis Fans
Heineken®, the nation’s leading upscale beer importer, will debut the Heineken House at the US Open in its 22nd year of sponsorship. The new installation will provide a unique oasis at the grounds with live screenings of the biggest matches, VIP service, food, entertainment and ice-cold Heineken. Along with the return of the Red Star Cafe and launch of “Crack the US Open,” an innovative interactive digital game, the destination marks Heineken’s return to the tournament and will be the must-see experience at the USTA Billie Jean King National Tennis Center.
Located above the food village, the Heineken House will deliver a new experience for fans, as they lounge in cabanas and watch tennis in style. Heineken and Heineken Light will be perfectly paired with an inspired menu developed in partnership with Tyler Kord, Chef/Owner of the acclaimed No. 7 Sub of Manhattan and Brooklyn. Exclusive to the Heineken House menu, Kord has developed the Broccoli Cuban and the Dagwood to accompany light bites and tasty fare.
“The US Open is one of the world’s premier sporting events and a time to come together to celebrate world-class tennis. I can’t wait to unveil my awesome creations to fans during the first year of the Heineken House,” said Tyler Kord, Chef/Owner, No. 7 Sub. “The new panini and sandwich are even more delicious with a cold Heineken in hand, as fans enjoy the tennis and eat and drink with friends.”
Beyond catching a match, sandwich and beer at the bar, guests can play a round of cornhole, snap a photo in a GIF-enabled photo booth or visit the Heineken Pro Shop for limited-edition US Open and Heineken co-branded merchandise, including t-shirts and sweatshirts. The “Heineken Perfect Pour” competition will be hosted every day at 2pm from August 26 through September 5, which will be judged by local NYC bartenders.
Also on the grounds of the US Open, the Heineken Red Star Cafe, a full service restaurant, returns to give consumers another location to enjoy cool beer.
Fans can engage with Heineken through numerous contests and giveaways, as well as a first-of-its-kind interactive photo hunt on Instagram, “Crack the US Open.” Resourceful and clever fans will be rewarded with a chance to win tickets to the US Open Men’s Final, as they hunt for photos that provide clues to hidden tickets. Users 21 or older can visit @Crack_the_US _Open on Instagram and flip their phone to scroll through a giant panoramic view of a stadium to begin the hunt, starting September 3.
“The experience for fans at the US Open should be unforgettable, as they enjoy the energy and excitement of watching the world’s finest tennis players in the spotlight,” said Pattie Falch, Brand Director, Sponsorships & Event Marketing, HEINEKEN USA. “We’re thrilled to debut the Heineken House at the US Open and have created premium experiences both on-site and online to engage fans in new and different ways.”
For more information on Heineken, please follow us on Twitter, @Heineken_US or visit the Heineken Facebook page, www.facebook.com/Heineken.
