• Promo, Monday, August 21, 2006 1:30 PM

Beer marketer Heineken is stepping up its sponsorship and promotional activity in a big way this fall. The company has inked a new five-year agreement as the official beer sponsor of the U.S. Open tennis tournament through 2010. To herald the deal, the beer marketer is planning a variety of new promotions and events, including a major bid to showcase its new Heineken Premium Light. In a separate development, Heineken has kicked off an interactive promotion for AmsterJam, a day-long music festival on Randall's Island in New York that Heineken created and continues to headline. The program, Picture the Music Challenge, encourages music fans to keep their cell phones on so they can receive text messages about artist lineups, upcoming performances and other activities at the festival. Participants will be texted throughout the day to win prizes, including viewing upgrades, backstage passes, U.S. Open tickets and meet-and-greet opportunities with the show's second-stage performers.

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