Heineken, the nation’s leading upscale beer importer, will bring back the Heineken House to the 2014 US Open in its 23rd year of sponsorship. Located above the food village, the destination will provide an interactive retreat at the USTA Billie Jean King National Tennis Center, with live screenings of the biggest matches, entertainment, activities and ice-cold Heineken.
New for 2014, tennis fans can enjoy sandwiches created exclusively for Heineken House by chef Mario Carbone of the critically acclaimed NYC restaurant Parm and have the chance to compete in “Legend Setter”, an interactive competition for fans to participate in their own off-the-court challenges via a partnership with RecordSetter.com.
“Jeff and I are incredibly excited to have been approached by Heineken to bring our sandwiches to the Heineken House at the US Open,” said Mario Carbone, Parm. “Our custom-created zesty Italian combo and Godfather sandwiches were made with the spirit of New York in mind and we’re pleased to bring something new to tennis fans. Nothing pairs better with a cold Heineken than one of these sandwiches, and we’re confident these will help establish Heineken House as the place to be at this year’s US Open.”
Legendary moments will not just happen on the courts but also at the Heineken House as the brand challenges fans both at the matches and watching across the country to set new records through the “Legend Setter” challenge. Each day, visitors to the Heineken House are given the opportunity to etch their name in the record books through fun, tennis-related tasks, such as tallest tower of tennis balls stacked in 30 seconds, most tennis ball bounces on a racquet in 30 seconds, and longest time balancing a tennis ball on forehead.
Video of the top records set each day will be posted online at RecordSetter.com, where tennis fans across the country can try to top the records set on site. Winners holding the highest record in each competition held onsite each day will have a chance to win tickets to the championship matches at the 2014 Open.
“This year we’ve expanded the Heineken House to make it an even more memorable, legendary experience for fans at the US Open,” said Pattie Falch, Brand Director, Sponsorships & Event Marketing, Heineken USA. “Between a menu created by some of New York City’s best chefs, a chance for fans to write their name in the record books, and of course the best spot on site to put your feet up and enjoy an ice cold Heineken, the Heineken House is truly an enhanced experience for tennis fans.”
Heineken House will also be bringing back popular experiences from last year’s debut, including the “Heineken Perfect Pour” competition, which will be judged by local NYC bartenders and hosted daily for the first ten days of the tournament. Guests can also play a round of cornhole, snap a photo in a GIF-enabled photo booth or visit the Heineken Pro Shop for limited-edition US Open and Heineken co-branded merchandise, including t-shirts and sweatshirts.
Also on the grounds of the US Open, the Heineken Red Star Cafe, a full service restaurant, returns to give consumers yet another location to enjoy cool beer and great food on the grounds.