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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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Why hair transplant is so demanded in Turkey

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Men face every day the aesthetic canons that society imposes. It is no longer only women who suffer the consequences of maintaining an attractive and young image, but nowadays the male sector is also affected. In the case of men, alopecia is one of the biggest concerns, because a beautiful, strong and healthy hair is symbol of beauty and youth.

Men, after trying several homemade methods or miraculous solutions, see how their baldness increases in the same proportion as their self-esteem decreases. The worst of all is that alopecia is something inevitable, but the good thing is that there are medical advanced treatments that really provides good and natural results.

Capillary grafts are no longer a taboo and Turkey is the European epicentre for this type of treatments, becoming the mecca of health tourism, especially related to provide modern and effective solutions against alopecia.

The most advanced hair treatments in Turkey

Turkey has many expert clinics in this field, such as Capilclinic, that make possible this international acknowledgment of hair treatments in this country. This popularity is due to their ability to apply the latest technology and the most modern methods in the solutions offered to their patients.

The most demanded treatment to solve the alopecia problem is the hair transplant in Turkey,  that ensures natural results and the patient does not have to worry about anything, since they often offer packages where all expenses are included: treatment, hotel, private transport…  It is also remarkable that this country is becoming so popular as a medical destiny because of its really competitive prices if we compare them with the same procedures carried out in other European countries. In addition, these packages we’re talking about offer many more advantages than the treatments in other countries for much less money.

Therefore, personal attention and professional and economic reasons are the main motives that make thousands of people travel to Turkey to undergo medical treatments.

How to know if a capillary graft is well done

The main objective that we want to achieve with a capillary graft is naturalness. In this sense, we can say that the treatment has been a success when nobody notices it. The experience of the professionals of the medical team that carries out the treatment is the key element that guarantees the natural results. Each graft must be made according to the angle and direction of the hair of the area of ​​the head in which it is located.

In addition, other aspects have to be taken into account to achieve that naturalness. For example, considering the age of the patient is essential, since it would be very artificial for a 60-year-old man to have a very low frontal line, more appropriate for adolescents.

The decision about what kind of hair transplant choose and which will be the most effective should be taken with the precise advice of the professionals, after evaluating each particular case and the patient’s own expectations.

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BI Tecnology leading the way in provision of industrial machinery

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The Italian company BI Tecnology has merged with I.mec in order to provide a better service to its clients and make it much easier for them to access products and services easily without losing any of the years and years of expertise gained in the industry.

They specialise in main products that have applications across many industries from food and pharmaceuticals to ceramics and waste disposal and recycling. They are experts across machinery for all these sectors and the provision of machinery it assist with the production of quality materials and ingredients.

Industry experts Bitecnology.com are able to give advice and guidance on all aspects of iron removal systems, vibrating sieves and mixing tanks, no matter which sector requires the equipment, and they carry all the right quality assurances and certifications so you can be safe in the knowledge that you are working with a quality piece of equipment.

Putting the customer first and adapting to their needs

Bitecnology have a whole team of experts who can not only ensure that the right equipment is purchased that meets the client’s need, but they can also consult on how to adapt the wide range of equipment to meet specialised criteria dependent on the needs of the client.

The priority is customer service and experience and decent post-sale support, to ensure the use of the equipment is running smoothly and as expected. BI tecnology and I.mec consider themselves as a partner you can rely on for all your screening, filtering and iron removal.

Separation of dry materials and mixtures

Bitecnology are specialists in vibrating sieves which are used to separate mixtures and in the production of heterogeneous solids. The size of the orifices in the sieve vary, making one vibrating sieve more appropriate for certain tasks than another.

Often they are used in the food industry and food production lines, but also in other industries like waste separation, or removing chunks of marble from sand, or removing impurities from salt for example. The machines are ideal for use across a range of industries, not just food production but also pharmaceutical, ceramic, cosmetics and construction industries.

In instances where it is better to add water to a dry mix, there are also machines available for this. It allows sieving down to the finest particles available through a fine mechanical sieve made from steel or nylon mixed with bronze. This is known as wet screening.

Quality is assured through independent certification

In order to guarantee a quality product, and to build trust that high standards will always be maintained, BI Tecnology  have been sure to not only obtain those certifications that are required under EU regulations, but also additional certifications to show how well produced each product is.

Every machine produced is subjected to thorough systematic testing. It means you can be sure that the service is reliable and safe, and is important for quality standards. And this is in addition to the  Ex Atex and TUV InterCert SAAR Certificates the company holds.

This is how you know it is a company you can trust and rely on, but also it is vital in your own manufacturing or production line that the safety of your own workforce is catered for, and that using these machines also ensure a quality outcome for you too.

A wide range of products are available

It is not just the vibrating sieve that is available, there are a wide range of products to suit your needs, including:

Vibrating sieves

Mechanical canvases for vibrating sieves

Iron removers

Mixers

Pumps

Dissolving Units

Mill discharge Units

They are happy to go through a consultation to discuss the best option, simply complete a form online or give them a call for a specialist, competitive quote.

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How to plan the best Ibiza party

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Ibiza is the party capital of the world. In the beautiful Balearic Islands in the Mediterranean sea, the island vibes and gorgeous weather has hundreds of thousands of visitors flocking to the island every year ready to relax, unwind and in many cases party hard.

VIP night in London Barcelone MArbella ibiza

This is why Ibiza is a fantastic place to host the event to end all events, but with so many parties to choose from on the island, how do you get people to yours? Here are some hints and tips to get you started when planning your first Ibiza event.

First things first – set a budget

Amazing parties do not just happen. They need time, a lot of effort and planning, and be prepared to invest a little money in the party.

It is important not to underestimate the budget you will need. Do your research in relation to how much everything will cost, from licences if you need them, staff to run security and provide drinks and food, a DJ, rental of important equipment and the hire of the venue itself.

It can soon add up. You should also allocate some funds towards marketing the event if you want people to book a ticket or simply turn up. Whether you are printing publicity material, or promoting via social media and online, it will cost money.

Choose a venue that will blow people away

For any Ibiza party planner the first thing you have to do is choose a venue, and the more spectacular or unusual the better. You want your guest to walk in an say wow, and be talking about it with all their friends for years afterwards.

When choosing a venue you need to consider the logistics first. First consider how many attendees you are expecting. If it is a more intimate gathering of around 20 to 50 people, then there are many gorgeous villas to choose from.

Or you might want something a little more grand if you are expecting several hundred like a beach party. Talk to the various venues available to hire. Make sure that they are open to your hosting a party at their location, and be conscious of local laws and the neighbours especially of you want to have live or amplified music at the party and the intention is to keep it going long into the night. Or even until the sunrises – this is Ibiza after all, the party capital of the world.

Also consider location in terms of accessibility. Is it easy to get to and find? How will people get home at the end of the night? Much of Ibiza is spread across the island so if taxis are involved you might need to let some of the taxi companies know that you will need a lot of taxis on the night you choose. Also consider other elements of the party. For example you can’t host a pool party without a pool, and if you are serving food, what facilities are there for preparing it.  

Get the sound and lighting right

Lighting can make a huge difference to the atmosphere of a party, particularly at night and especially if you are intending to have professional filming if you want to create promotional videos for future parties.

Think about the atmosphere you want to create, is it something subtle, or a lighting spectacular? The most simple space can be utterly transformed by lighting and this is no area to cut costs, it is likely you will need lighting equipment hire Ibiza, as buying it yourself really will blow the budget.

Are you thinking of pyrotechnics, LED displays, lasers or dry ice. Then the best option is to hire what you need for the event. A good hire company will also be able to provide all the rigging you will need too, delivered, installed and dismantled by professionals.

The second major piece of electronics that you have to get right is the sound system, especially for a music event. Consider sound system hire Ibiza for everything from PA systems to advanced mixing desks for live events and concerts.

Looking after your guests with the best service

You’ve gone to all the trouble of setting up the most amazing venue, the entertain is going to be fantastic, the marketing has got people to turn up – the last thing you want is for the event not to meet expectations.

You need to have a plan for how you will look after your guests after they arrive.

One of the most important aspects, especially for large crowds is the toilets. You do not want half your guests in a queue for the toilet all night. You also do not want those toilets to immediately become disgusting because you haven’t got enough for the number of people. So make sure you have that covered.

You also need to work out the bar, any VIP area and catering options if you are providing them. You want your guests to feel comfortable at all times, and not leaving because they are hungry or thirsty.

Finally, the most important aspect – the people. When you hire staff for the night, as security, runners, bar staff, cleaners, remember that they will be representing you and they need to have a positive attitude when it comes to looking after your guests. This can make all the difference between a smooth running amazing event, and one that very quickly turns into chaos.

It can sometimes feel a bit daunting when planning your first event, especially if you have never done it before. There are a lot of moving parts, and your organisational skills need to be incredible to avoid the pitfalls of a failed event. But don’t let that put you off. It might even be worth calling in a professional Ibiza event agency, so that you can have a little peace of mind in the planning and also rely on their expertise in event planning and the local area. You can then concentrate more on having a good time and enjoying the show rather than run yourself ragged on the night.

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