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Dawn Ellmore Employment analyses Heineken’s trade mark application for 2026 World Cup

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Dutch giant Heineken has made a strong statement regarding its connection with football with a trade mark application to be named the “Official Beer of Soccer” in the United States.

Heineken is the partner of Major League Soccer (MLS), the professional football league in the US. The recent trade mark application to the United States Patent and Trademark Office (USPTO) is particularly relevant given the pending arrival of the World Cup in the US in 2026.

Trade mark application gives indication of brand’s plans

The beer company is already positioned as the “Official Beer” of the league throughout its marketing collateral. However, the application shows that it wants to build on this and strive for full ownership of football in the US.

In 2018, Heineken signed a new partnership deal with MLS that goes through to 2022/23, clearly showing long-term ambition. Felix Palau is the Senior Vice-President of Marketing for Heineken. He says: “Since working with MLS, we’ve seen a huge spike in our pull with soccer fans and supporters, and we hope to continue this trend for the short and long term.”

And with the latest trade mark application, we can surmise that soccer in the US is working well for the long-standing European brand.

What does the trade mark application show?

The trade mark was filed at the USPTO on 4 January 2019. It’s likely that the application shows Heineken’s ambitions to block any potential rivals from linking with the World Cup in 2026, by firmly establishing itself as synonymous with US soccer. It’s certainly likely that there will be brands looking to leverage the same kind of connection during the World Cup.

For example, before 2018’s World Cup, US brand Budweiser usurped Carlsberg as the “official beer” of the English national football team. This was the biggest partnership deal in the Football Association’s history at the time. Not only did Budweiser sponsor the team, which did spectacularly well and revitalised UK interest in international football, it also took over the beer taps at Wembley Stadium. Budweiser also partners the FA Cup and helped to boost the increasing popularity of the brand in the UK. It’s highly likely that Budweiser will want to continue its links with the sport in its home country in the 2026 World Cup.

How popular would the move be?

If European based Heineken is granted the trade mark, it will be interesting to see how popular this would be with US fans. Following the news of the trade mark application, sports journalist Richard Gillis says: “I must’ve been out of the room when football fans were consulted on this. I’m assuming it’s legally binding and we’re all now required to drink Heineken on every football related occasions, with heavy fines for those caught drinking Bud or Carling.

“It’s a welcome trend, and a real timesaver on the part of sponsors and their agencies. No need for ideas or strategy: just declare yourself ‘Official Partner’ and wait for the love and affection of the football family to flow toward the brand. A masterstroke.”

While clearly a sarcastic response, this could indicate that Heineken’s move may not be embraced with open arms in the US.

How beer brands help grow sport

Heineken is no stranger to major sporting partnerships. Global partners of the brand include Formula 1, the UEFA Champions League, the Rugby World Cup and Formula E. In popular culture, the brand is also linked with major franchises, including Daniel Craig’s James Bond.

And it’s a two-way relationship, with MLS benefiting from the marketing money ploughed int the sport by partners like Heineken. The Managing Director and President of MLS Business Ventures, Gary Stevenson, says: “If we are good at solving the brands’ problems, then they will spend more money. That way we can tap into our partners’ marketing dollars and they can make our sport, league and players come alive. We can never have that amount of marketing dollars to do something similar. We’re reliant on them to build the sport.”

The USPTO takes at least six months to process trade mark applications, and Heineken is currently waiting to see whether it has been successful. As with so many major trade mark and patent applications, time will tell whether Heineken will be able to call itself the “Official Beer of Soccer”. With its background of strong support for the sport in the US since 2014, it would seem they have a strong chance.

About Dawn Ellmore Employment

Dawn Ellmore Employment was incorporated in 1995 and is a market leader in intellectual property and legal recruitment.

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SkyBridge Receives “Exporter of the Year” award from Global Chamber Phoenix

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The SkyBridge air logistics project received the “Exporter of the Year, Services” award, granted by the Phoenix Global Chamber within its annual Grow Globally Fair, which brings exporters and importers together, along with international investors.

The award was presented to SkyBridge, a company chaired by Ariel Picker and directed by Felipe Monroy. The effort to position www.skybridgeaz.com as one of the leaders in the international logistics sector within the business community in Arizona has been coordinated by Marco Lopez, president of Intermestic Partners.

SkyBridge is planned to become the first international air cargo hub to house Mexican and US Customs in the United States.

Its operations are based at the Phoenix-Mesa Gateway Airport and will allow e-commerce companies and manufacturers, among others, to do business in Mexico and throughout Latin America, with a more efficient and profitable transport of goods between countries, thorough inspections and adequate security controls.

The development of this project will create 17,000 new direct and indirect jobs, as well as more than 3.5 million SF of development which will include industrial, aeronautical, office and commercial real estate.

The construction plan will detonate other benefits in the border region. Arizona’s proximity to Mexico and its surroundings are highly favorable for business, and they make the state a natural center for air cargo companies, large and small, eager to see their businesses grow on both sides of the border.

In this sense, Grow Globally Fair gives global business leaders the opportunity to see what’s new, who is new and how they can grow better.

With that purpose, the Phoenix Global Chamber awards prizes in honor of the success achieved in international markets and in the United States, whose categories are: Exporter of the year, product; Exporter of the year, services; Importer of the year; Landed Company to see; Cross-border consulting; Transcendent leader of the community; International banking; International commercial law; Immigration lawyer; Diplomat of the year; Translation and localization; International logistics; International accounting and taxes; International finance and insurance; International Emerging Risk; International Talent and Payroll: International Real Estate Leader; International wealth management; International business training and discourse; International IT services; International market; International education; Collaborating Organization; International nonprofit; International business city; an Elected leader with global mentality; Young Global Leader, and Global Leaders of the tribe of the year.

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Axel Andorff and Carsten Isensee, new SEAT Vice presidents for R&D and Finance

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The Spanish car company, SEAT is betting on the future by hiring two prestigious new executive vice presidents. The company hired Axel Andorff as the new executive vice president of R&D (research and development), and Carsten Isensee has been appointed as the new executive vice president for finance. With both appointments, SEAT is focusing on Innovation and securing the company’s record profit and investment figures.

Who are Axel Andorff and Carsten Isensee

Research & Development and Finance are two of the most important areas on a car company. The new vice presidents of these areas, are both executives with international experience and extensive knowledge on the car market. Axel Andorff will be replacing Dr. Matthias Rabe (who will run the technical development operations area at Volkswagen), and Carsten Isensee, who is taking over for Holger Kintscher (who will be working as head of IT and finance at Volkswagen).

Let’s see who are these two new incorporations to the SEAT executive staff. 

Axel Andorff (R&D Vice president)

Axel Andorff is a German economic and mechanical engineer (from the German University of Kaiserslautern), with 20 years of experience at the car market, where he worked for Mercedes and held various positions in the research & development area of that company.

New responsibilities at SEAT

The new R&D vice president will be in charge of the company’s innovation projects, especially those involving connectivity and car electrification, developing technologies and new forms of mobility. He is in charge of the SEAT Technical Centre, who is focused on R&D. It has an area of 43,000 square meters, prepared and equipped (of a total area that covers a surface of 200,000 square meters). More than 1000 qualified engineers work on this center, using advanced technology (simulations, virtual reality…) to create modern and reliable cars, and developing new car technology.

In 2018 SEAT allocates 862 million euros on total investments and R&D expenses, 47% more than in 2017.

Carsten Isensee (Executive Vice-President for Finance)

Carsten Isensee has a degree in business management from the German University of Wilhelmshaven, and he has made his entire career in the Volkswagen company. His last charge was in China as an executive vice president for finance.

2018 was a historic year for SEAT. Sales have grown by over 10%, increasing from 468,400 sold vehicles in 2017 to 517.600 in 2018. With the incorporation of Carsten Isensee to the company, they expect to continue increasing their sales along 2019 and the next years.

New responsibilities at SEAT

The Finance vice president joins the Spanish car company with the objective of reinforcing the company’s profit record and investment figures, and to strengthen its financial basis for future Automotive (LINK NOFOLLOW) projects.

The car market is a very competitive sector. Last years SEAT increased its figures on sales, profits and investments. With the new vice presidents incorporations, the company is focusing on increasing these figures and securing its position on the market.

As SEAT president Luca de Meo said: “It’s time to look to the future with the ambition to grow”.

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Gutemberg Dos Santos and Robert Kiyosaki share their vision of leadership

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Gutemberg Dos Santos is a Brazilian-American entrepreneur and one of the main promoters of the use of Blockchain technology and crypto economy.

Gutemberg Dos Santos and Robert Kiyosaki

Gutemberg Dos Santos a couple of years ago sponsored an event in which the Guinness Record broke with the largest number of people playing Cash Flow, a game developed by Robert Kiyosaki. Today, Dos Santos shares some reflections that emerged on that occasion about what a good leader is. 

A good leader is an excellent guide to reach common goals. If I want my team to work successfully I must share my skills and offer the best tools for their performance. I am also committed to strengthening the capabilities of each of the members and never assume that we all work the same as diversity enriches and complements the unit. 

Sharing experiences. If I share my experiences with the rest of my team regarding the success and failures I have had in some projects, I will empathize with my team and together we will be able to reach the goals proposed for the company.

Listening. This part is essential for a business to prosper, if I do not listen to my people I will be walking towards darkness. I must always remain alert to the doubts and questions that my team may have, in this way I will know if we are all on the same frequency and we are walking towards the same course.

Motivating my team. I take my time to know my team, how old they are, what is their educational and socioeconomic level; what goals they pursue in the short and long term. This will help me find keywords that guide me to be empathetic with them and be able to have better communication. 

Being proactive. When facing a difficult situation, I try to get the best out of it, without falling into frustration and rather detect alternative solutions. Trusting and being flexible. I am attentive to the capacities and strengths within my work team, this way I trust people in order to delegate tasks, likewise I am open to listen to proposals and suggestions that lead us to strengthen our project. 

For more information, please visit : www.gutembergds.com 


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