From Empirerelations.com

Energy, Environment & Natural Resources

Heineken Serves Up New Consumer Events On and Off the Court at the 2008 US Open
By MARKET WIRE
Aug 18, 2008 - 7:36:02 AM

WHITE PLAINS, NY -- (Marketwire) -- 08/18/08 -- To support its 17th year of US Opensponsorship, Heineken USA announced today a multi-faceted relationship withtennis star James Blake, along with other exciting consumer initiativesduring the tournament. Blake will host a consumer charity event on August22 at the World Financial Center as well as headline customized US Open adsand new Heineken Premium Light® point-of-sale signage. He will alsoattend this year's official US Open Player Party, hosted by HeinekenPremium Light and the USTA, joining many of his fellow stars to celebratethe start of the tournament.

"We're excited about our relationship with James Blake -- he's aworld-class athlete who exudes class and sportsmanship both on and off thecourt," said Brian Citron, senior brand director, Heineken Premium Light."He'll bring a new level of excitement to our long-term sponsorship withthe US Open."

In addition to the Blake relationship, Heineken is enhancing fans'enjoyment of the event by creating premium brand experiences onsite, aswell as encouraging fans to "Share the Good" with Heineken Premium Light.This includes presenting the Heineken Star Award and sponsoring the popularHeineken Premium Light Hat Night for fans 21+ on Aug. 30. Fans onsite canvisit the popular Heineken Red Star Café, which offers a lively sports baratmosphere, and they can also enjoy Heineken and Heineken Premium Lightfrom the mobile "Major Toms," which are portable backpack-style beerdispensers.

Share the Good with James Blake

On Friday, Aug. 22, Heineken Premium Light and James Blake will host anafternoon of complimentary activities at the World Financial Center, whereHeineken USA will present James with a $10,000 donation to the Thomas BlakeSr. Memorial Cancer Research Fund at the Memorial Sloan-Kettering CancerCenter. Anyone over 21 can step onto a custom-built court to return apro-style serve from a unique ball machine shaped like a 6-ft tall HeinekenPremium Light DraughtKeg(TM), and have a chance to win prizes including USOpen tickets. The Metrotennis CTA will also give free tennis tips, and allparticipants receive a branded US Open hat.

Heineken Star Award

Heineken Premium Light and CBS-TV will award the Heineken Star Award to theplayer who "Shares the Good" from an athletic and philanthropic standpointwith a uniquely designed crystal trophy and a donation to their charity ofchoice. The winner will be announced on Saturday, Sept. 6 on CBS-US Opentelecast, between the two men's semi-final matches. Past recipients of theHeineken Star Award include Andre Agassi, Pete Sampras, James Blake, JimmyConnors, Chris Evert, Billie Jean King and Serena Williams.

Heineken Red Star Café

Fans attending the US Open can take a break from the action at the HeinekenRed Star Café, one of the most popular locations on the grounds. Patrons21 and over can enjoy both Heineken and Heineken Premium Light in a special"Extra Cold Draught System," an innovative frozen ice tower that servesbeer at extra cold temperatures. Fans can also watch the tennis matches onclosed-circuit TV monitors. The Café, located outdoors in the South Plaza,is accessible to all ticket holders during the day and evening.

"Major Toms"

Making their return to the US Open grounds for the 2nd year, Heineken andHeineken Premium Light draught beer will be dispensed from the eye-catchingdraught backpacks known as "Major Toms." The Major Toms will be stationedin the South Plaza during both day and evening sessions.

Heineken Night

The official "Heineken Night" at the US Open is on Saturday, Aug. 30, wherecustom Heineken Premium Light/US Open branded hats will be distributed tofans 21 and over.

Official US Open Player Party

Heineken Premium Light and the USTA are hosting the second annual OfficialUS Open Player Party on Friday, Aug. 22 to jump-start the tournament. Thishighly anticipated event, which will be held at The Empire Hotel, isexpected to be a highlight of the tournament as it brings top players andcelebrities together. James Blake, Serena Williams and Venus Williams willhost the event while renowned DJ Cassidy will be spinning.

US Open Sponsorship

Heineken is currently in its 17th year of sponsorship with the US Open,which will continue through 2010. The sponsorship also includes prominentonsite and on court Heineken Premium Light signage.

About Heineken USA

Heineken USA Inc., the nation's premier importer, is a subsidiary ofHeineken International BV, which is the world's most international brewer.Brands imported into the U.S. include: Heineken Lager, the world's mostinternational beer brand; Heineken Premium Light, Amstel Light, a leadingimported light beer brand; and Buckler non-alcoholic brew. Heineken USA isalso the exclusive USA importer for the Tecate, Dos Equis, Sol, CartaBlanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visitEnjoyHeinekenResponsibly.com.

About the US Open

The 2008 US Open will mark the culmination of the Olympus US Open Series,the six-week summer tennis season linking all major ATP and Sony EricssonWTA Tour tournaments in North America to the US Open. The US Open is thehighest annually-attended sporting event in the world. More than 75million viewers watched the 2007 US Open on CBS Sports and USA Network, andinternational broadcasts reached more than 180 countries. The 2008 US Openwill be held Monday, August 25 through Sunday, September 7. Tickets forthe 2008 US Open can be purchased four ways: 1) at USOpen.org; 2) bycalling Ticketmaster at 1-866-OPEN-TIX; 3) at all Ticketmaster outlets; or4) at the USTA Billie Jean King National Tennis Center box office.

About the USTA

The USTA is the national governing body for the sport of tennis in the USand the leader in promoting and developing the growth of tennis at everylevel -- from local communities to the highest level of the professionalgame. It owns and operates the US Open, the largest annually attendedsporting event in the world, and launched the Olympus US Open Serieslinking 10 summer tournaments to the US Open. A not-for-profitorganization with 700,000 members, it invests 100% of its proceeds ingrowing the game. For more information on the USTA, log on to usta.com.