Boulevard Brewing Partners with Local MLS Team

Boulevard Brewing Company today announced a marketing partnership with Sporting Kansas City, the local Major League Soccer (MLS) team.

The partnership aims to connect each organization’s strong community ties through a variety of co-branded marketing initiatives around the theme: “Hometown Team-Hometown Beer,” according to the press release.

This isn’t the first time we’ve seen a craft brewer partner up with a MLS team. In April of last year, Red Hook formed a partnership with the Seattle Sounders. And just last week, the company announced the launch of ‘No Equal Amber Lager‘, a beer brewed for Sounders fans.

Before Red Hook, fellow CBA brand Widmer Brothers signed a multi-year partnership with the Portland Timbers. Perhaps the MLS is an untapped market for other craft brewers?

Below is the full press release from Boulevard.

KANSAS CITY – Beginning with the season opener on March 17th, fans will have the opportunity to cheer on the local soccer team with a locally-made beer.

A unique marketing partnership recently established between Sporting KC and Boulevard Brewing Company aims to connect each organization’s strong community ties through a variety of co-branded marketing initiatives around the theme: “Hometown Team-Hometown Beer.”

“Boulevard Brewing Company is extremely excited to forge ahead with a much anticipated hometown partnership with Sporting Kansas City,” Boulevard Brewing Company Chief Sales and Marketing Officer, Bob Sullivan, said. “Our two brands have tremendous synergies and we look forward to a long term relationship that mutually extends our brands to both a local and regional audience.”

Boulevard beers will be available on tap and in bottles throughout the stadium for the first time since opening in 2011. The brewer and soccer team will also partner on a variety of marketing initiatives throughout the season, including the coordination of seasonal beer release events, bar promotions, packaging inserts, and viral marketing efforts.

Sporting KC ended its 2011 regular season as the top team in the league’s Eastern Conference. As the division’s top seed, the club advanced past the defending MLS Cup champion, the Colorado Rapids, before falling 2-0 at home to the Houston Dynamo in the MLS Cup Playoffs. The 2012 season marks the team’s 17th year in MLS.

About Boulevard Brewing Company:

Boulevard Brewing Company has grown to become one of the largest specialty brewers in the Midwest, dedicated to the craft of producing fresh, flavorful beers using traditional ingredients and the best of both old and new brewing techniques. Boulevard beers are distributed in 21 states.

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