Last January, Heineken struck a $50 million agreement with Major League Soccer, and it looks like the league has done right by its new Official Beer.

In the latest iteration of SportsBusiness Journal’s annual MLS Sponsor Loyalty Study, more than 31% of MLS fans surveyed identified Heineken’s “official” status. This is especially impressive when you consider that, according to SBJ Staff Writer David Broughton, “that compares to 26 percent of all fans in the 2014 survey who correctly identified Anheuser-Busch as the league’s beer sponsor.”

For a look at the numbers, and to see how MLS’ other top brands performed, please click here (subscription required).

In executing this project, Turnkey Intelligence conducted national consumer research surveys among a sample of more than 400 members of the Toluna online panel who were at least 18 years old. For more information on the study, please contact us.

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