Heineken Becomes Official Beer of Rock ‘n’ Roll Running Series
The brand will also get title sponsorship of races in Virginia Beach and San Diego
Posted On: August 18, 2021 By :The Rock ‘n’ Roll Running Series has announced Heineken USA as the as the series’ official non-alcoholic beer partner for the Rock ‘n’ Roll Running Series. The new partnership will feature a Heineken 0.0 Beer Garden at the Finish Line Festival of Rock ‘n’ Roll Running Series events through 2022. Runners and spectators at each stop in the series will be able to try the alcohol-free malt beverage as they rest and recover at the finish line.
In addition, Heineken 0.0 will serve as title partner for the series’ races in Virginia Beach, Virginia, to be staged September 4–5, and the San Diego race to be held October 23–24.
“We are thrilled to have Heineken USA join us as the official beer partner of the Rock ‘n’ Roll Running Series,” said Matt Wikstrom, senior vice president of global partnerships for The Ironman Group, owners of the race series. “Our participants are eager to enjoy products that lead to a balanced lifestyle and accompany their training and Heineken 0.0 will offer the perfect post-race beverage to celebrate their accomplishments after crossing a Rock ‘n’ Roll Running Series finish line.”
The first Heineken 0.0 Beer Garden will launch beachside at the Heineken 0.0 Rock ‘n’ Roll Running Series Virginia Beach and will include free 12-ounce samples to runners and spectators along with traditional beer sales of the company’s other brands.
“With a history of supporting sports leagues around the world, the Rock ‘n’ Roll Running Series is the perfect way for Heineken to continue to support athletes at every level,” said Pattie Falch, marketing director of partnerships and consumer experiences. “Since the debut of Heineken 0.0, runners have been able to enjoy a refreshing, alcohol-free option on race day and beyond, and we can’t wait to offer a celebratory cheers to all the runners once they cross the finish line.”
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