Heineken’s Pattie Falch: “Soccer fans are 50% more likely to drink premium import beers vs. other sports fans.”
Pattie Falch, Director, Sponsorships & Events at Heineken USA recently signed a deal with MLS to make Heineken the new official beer of the MLS starting in 2015. Portada caught up with Falch to talk about the importance of soccer and sports in Heineken’s global marketing strategy.