Heineken Group Joins Esporte Clube Pinheiros as Multi-Sport Sponsor
Esporte Clube Pinheiros, one of Brazil’s most prestigious multisport institutions, has announced a strategic partnership with the Heineken Group, reinforcing its commitment to integrating top-tier brands into its competitive and social ecosystem.
This newly signed sponsorship deal spans five sporting disciplines football, tennis, beach tennis, footvolley, and beach volleyball targeted at adult categories. The agreement not only enhances the club’s sports infrastructure but also underscores its ongoing mission to offer premium experiences to members.
Heineken Brands Assigned by Sport: A Tailored Activation Strategy
In a move to strategically segment its portfolio, Heineken Group will assign specific brands to individual sports:
- Amstel will sponsor football
- Sol will take over beach sports: beach tennis, beach volleyball, and footvolley
- Heineken 0.0, the non-alcoholic variant, will sponsor tennis
Additionally, members will enjoy beverages from Better Drinks, a Heineken subsidiary, including Baer Mate (carbonated tea) and Vivant (premium canned wines). These additions expand the beverage options offered at the club, aligning with a broader focus on wellness and lifestyle.
Heineken to Supply June Festival with Exclusive Beverages
The partnership also designates the Heineken Group as the official beer and draft beer provider for Pinheiros’ iconic June Festival, which will run from June 26 to June 29. This event is a highlight in the club’s social calendar, drawing large crowds and offering unique brand exposure opportunities.
“This partnership reflects our continuous efforts to build strategic alliances that deliver real value to our members,” said André Fiore, President of Esporte Clube Pinheiros.
“We view this as an incredible opportunity to strengthen our community through sport and memorable social experiences,” added Denise Mello, the club’s Marketing Director.
Pinheiros Builds a Strong Sponsor Portfolio in 2024-2025
The Heineken Group joins a growing list of major sponsors recently aligned with Pinheiros:
- Vivo as master sponsor of tennis
- Seara Gourmet supporting tennis
- Ticket Edenred, backing six sports, including fencing, artistic gymnastics, and water polo
This signals the club’s proactive push to secure premium brand partnerships across its multiple athletic disciplines.
