Heineken Sponsors UFLDP

The UFLDP wrapped up negotiations with their newest sponsor, Heineken, months ago. But rather than quickly churn out a run-of-the-mill press release to formally announce the new arrangement, the league saw a unique opportunity in holding the news for just a bit longer. Doing so allowed the neighboring Original Six Division to also cross the finish line with their new sponsorship agreement with Heineken. And on Friday, the league and division jointly announced their newest sponsor. Heineken, which has its headquarters in Amerstam, became the official alcohol provider for both organizations and will deliver swag that will enable the UFLDP to create experiences for their participants. “The idea of doing it on the same day made this compelling news worth holding because we get to do something very cool, very unique, and I think that represents the triangulation of this relationship,” the UFLDP Executive Committee said. “It’s different.” Negotiations between the league and division and the beer company unfolded independently.