Heineken Partners With USTA and Maxim to host Player Party

the official beer sponsor of the 2007 US Open, is enhancing fans’ enjoyment of
the tournament by creating premium brand experiences on and off the court.
Heineken is partnering with the USTA and Maxim Magazine to host the official US
Open Player Party, an exclusive pre-tournament party for the players and past
US Open Champions. The brand is continuing its successful partnership with CBS to
present the Heineken Star Award to the “Most Irresistible Player.” Heineken
also will again have a strong branding presence on the US Open grounds with the
Red Star Cafe, which provides fans with a lively sports bar atmosphere.
Finally, all fans over 21 years old will receive a customized cap on the
popular Heineken Hat Night on Saturday, Sept. 1.

16-year partnership with the US Open exemplifies our mutual respect and
commitment to this extraordinary sporting event and to its passionate fan
base,” said Andy Glaser, Brand Director for Heineken. “We’re thrilled
to create engaging experiences for fans who appreciate the superior play and
atmosphere at this one-of-a-kind tournament as well as the special quality and
taste of Heineken and Heineken Premium Light.”

Star Award

The theme
of year’s Heineken Star Award is the “Most Irresistible Player,”
which not only focuses on athletic performance, but also recognizes one
tournament player for making a difference in the world around them through
various philanthropic initiatives. Following are the six “Most
Irresistible” nominees for 2007 Heineken Star Award: Andre Agassi, James
Blake, Jimmy Connors, Chris Evert, Billy Jean King and Serena Williams.

The winner
will be announced on Saturday, Sept. 8 on CBS-US Open telecast, between the two
men’s semi-final matches.

Heineken Star Award, a uniquely designed crystal trophy, is presented to the
game’s most irresistible player. The award reinforces the irresistible taste
and experience of Heineken Premium Light beer. Past recipients of the Heineken
Star Award include Pete Sampras, Patrick Rafter, Carlos Moya, Todd Martin,
Amelie Mauresmo, Andy Roddick and Roger Federer.

Red Star Caf

attending the US Open can take a break from the action at the Heineken Red Star
Cafe, one of the most popular locations on the grounds. Patrons 21 and over can
enjoy Heineken and Heineken Premium Light draught beer while watching matches
on closed-circuit TV monitors. New to the Caf this year is Heineken’s
“Extra Cold Draught System,” an innovative frozen ice tower that
serves beer at extra cold temperatures. The Cafe, located outdoors in the


is accessible to all ticket holders during the day and evening.

addition, Heineken and Heineken Premium Light draught beer will b sold from
special draught backpacks at various locations on the grounds during both day
and evening sessions.


official “Heineken Night” at the US Open is on Saturday, Sept. 1, where
custom Heineken/US Open branded hats will be distributed to fans 21 and over.

US Open Players’ Party

the US Open and Maxim Magazine will be kicking off this year’s tournament with
the exclusive US Open Players’ Party, on Friday, Aug. 24. Held at Ono in the
Hotel Gansevoort, this much anticipated event is expected to be one of the
highlights of the tournament. All players who have made the Main Draw are
invited. Andy Roddick, James Blake, and Venus and Serena Williams will be
hosting the event while renowned DJ Sky Neller will be spinning.

US Open

is currently in its 16th year of sponsorship with the US Open, which continues
through 2010. The partnership also includes prominent on site and on court
Heineken Premium Light signage.

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