• by Erik Sass , October 14, 2014

As with so many spectator sports, soccer and beer just seem to go together.

Now Major League Soccer, America's professional league for the world’s most popular sport, is getting an official beer courtesy of Heineken.

This week, MLS and Heineken announced that the beer in the green bottles will be the Official Beer of MLS, as a part of a long-term partnership beginning January of next year. Heineken is replacing Budweiser as the league's Official Beer partner.

Under the terms of the deal, Heineken receives exclusive rights to MLS content, and will serve as the official presenter of MLS Rivalry Week, as well as receiving guaranteed visibility during nationally MLS broadcast matches, on-site and digital messaging, and point-of-sale materials. Heineken expects to announce additional deals with individual soccer clubs in the near future.

The MLS partnership is part of a broader global strategy for Heineken, which will also include its continuing sponsorship of the UEFA Champions League. Meanwhile the deal comes as MLS undergoes a major makeover, with a new crest, two new clubs, and an expanded media presence.

Although still something of a novelty in the U.S. mainstream, soccer is growing fast, especially among millennials and the country's burgeoning Hispanic population. Founded in 1996, MLS has seen average attendance increase steadily from 13,756 in 2000 to 18,608 in 2013.

Big brewers have been using sponsorships to reach international audiences for decades, including plenty of spectacular activations and experiential marketing stunts. Heineken's partnership with UEFA costs the brewer around $70 million a year.

Most recently, for the 2014 World Cup in Brazil, AB InBev's Budweiser joined forces with Fox Sports and Vice for its “Rise as One” campaign. Budweiser also took over the iconic, five-star Rio Hotel, which was renamed Budweiser Hotel for the duration of the tournament.  Budweiser reportedly increased its annual marketing budget 17% for the World Cup initiatives.

Altogether, brewers spend around $1.4 billion annually on sports sponsorships of all kinds, according to IMR Sports Marketing.