Soccer Is Here: Heineken Reveals Meaning Of Mysterious MLS T-Shirt Message
Tuesday, October 10, 2017 at 05:46PM in Heineken, MLS, Soccer, soccer, sports marketing

By Barry Janoff

October 10, 2017: Heineken, an official partner with MLS, has been sending a message to people via words placed on T-shirts worn by fans during nationally televised MLS games on ESPN.

People may have seen and pondered over green T’s imprinted with such text as “invisible,” “thread,” “chant,” three guys wearing shirts that individually read “to,” “ge” and “there” or the even more cryptic “uhm.”

In a new spot, part of its ”Soccer Is Here" umbrella campaign, Heineken has the big reveal.

“A secret message was hidden in shirts appearing all over soccer broadcasts,” the ad, "The Invisible Thread," explains as we see shots of people wearing the green T-shirts. "Today, those shirts come together."

Placed in order, the message reads: ”There is an invisible thread that links us all. No matter if you are red or blue, American or Americano, champion or fan, young or . . . uhm . . . experienced, our love for this game unites us. And together we chant as one: Soccer is here."

The spot also reveals another secret: that there was an international star hidden among the fans.

David Villa, captain for the Spanish National Team and MLS New York City Football Club, is seen wearing a green T-shirt with the word "champion" emblazoned across the front.

"For decades Heineken has been one of the world's biggest fans of soccer, and our ultimate goal is to help fans get closer to the game than ever before," Rob Ryder, brand manager for Heineken USA, said in a statement.

"We live in very interesting times, so we wanted to bring fans together regardless of who you support and raise a glass to the dedicated soccer fans who have helped lift the beautiful game here in America, and worldwide,” said Ryder.

With the 2018 FIFA World Cup coming this summer, Heineken said that its ”Soccer Is Here" and the message it shared via MLS brings “some of the best that the sport has to offer directly to the game's passionate fans."

According to Heineken, “This is the brand's latest program, which recognizes that passion and puts it on full display, bringing people together around what many believe is the best sport in the world.”

The beer maker said it plans to continue to support soccer as it has "through key sponsorships of local and international leagues and tournaments, viewing parties for away games, and beer gardens at hundreds of matches over the years."

Lead agency is Publicis New York.

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