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Press Release
Heineken USA Assists The Recycling Partnership with a Win for Recycling

In an effort to engage soccer fans in the mission of recycling, HEINEKEN USA is teaming up with The Recycling Partnership for the second year in a row at two matches of the International Champions Cup. Fans aged 21+ are encouraged to visit the Heineken® beer gardens before the match for a chance to win prizes and pitch in to help green the future.

The events will take place in the ICC Match Fan Fest Heineken® Beer Gardens at MetLife Stadium in East Rutherford, N.J. and Hard Rock Stadium in Miami, FL. Attendees will have the opportunity to play a carnival-style game of chance with their Heineken® cans to win a prize. Prizes include a koozie, a pass to skip the line at the bar, and a discount code for a safe ride home with Uber, preventing drinking and driving from this or other events.

The fifth installment of the International Champions Cup is featuring teams from the top soccer leagues across the globe. With soccer being the world’s most popular sport, the tournament gives HEINEKEN USA an opportunity to bring the game closer to fans in the U.S. than ever before.

Soccer fans can visit the beer gardens at the following matches:

  • Juventus vs. FC Barcelona – 2:00 p.m. on July 22nd at MetLife Stadium in East Rutherford, N.J. in the Grand Plaza
  • Real Madrid CF vs. FC Barcelona – 3:30 p.m. on July 29th at Hard Rock Stadium in Miami, FL in Lot F

The Recycling Partnership is a national nonprofit organization that applies corporate partner funding to improve the recycling system in cities and towns across the nation, thus increasing supplies of clean materials for manufacturing. HEINEKEN USA was the first brewer to join The Recycling Partnership in 2015 to ensure recycling efforts are broadened across the nation.

“Reducing our greenhouse gas emissions is a core component of our global sustainability framework, ‘Brewing a Better World,’ and recycling is a proven pathway for achieving that commitment,” says Stephanie Johnston, Director of Corporate Social Responsibility at HEINEKEN USA. “The Recycling Partnership is dedicated to educating the nation about the benefits of recycling right, and collaborating at the International Champions Cup is an effective way to engage soccer fans who are visiting from across the world in the value and benefits of recycling.”

Since 2015, The Recycling Partnership’s ongoing efforts have diverted more than 115 million pounds of recycling from landfills, resulting in 164,000 metrics tons of greenhouse gas avoidance, the equivalent of taking 35,000 cars off of the road for one year.

“Last year’s collaboration with HEINEKEN USA helped us reach an entirely new audience in an unexpected place, teaching soccer fans about the benefits of recycling,” said Keefe Harrison, CEO of The Recycling Partnership. “Recycling not only protects the environment, but it also creates jobs and supports the economy. Individuals are the key to unlocking these benefits for their communities, and educating them in engaging ways like our activation events is an innovative approach that we are excited to continue.”

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of HEINEKEN NV, the world’s most international brewer. Core brands imported into the U.S. are Heineken®, the world’s most international premium beer brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit


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