In 2017, Heineken® was named as the presenting sponsor of the International Champions Cup. In an effort to celebrate the fans and bring them even closer to the action, ASV partnered with Intersport to help Heineken® create pop-up beer gardens at a variety of the tournament’s matches, to provide fans with a high-end destination to enjoy a Heineken®.
ASV designed and produced 3 pop-up beer garden kits for Heineken® that were used at a variety of Fan Fest activations throughout the country. Each kit was made up of modular display elements that could easily be fit to a variety of event spaces, while maintaining the same consistent, premium look and feel for the brand in every city.
The 2017 International Champions Cup presented by Heineken® ran from July 19 – 30 and featured 12 matches, 11 cities and thousands of Heineken® beers consumed!
