Major League Sports Deal Scores Winning Goal for Boulevard Brewing Co.

By Julie Weeks

As of March 17, soccer fans in Kansas City, Mo., have the opportunity to cheer on the local soccer team with a locally-made beer. A unique marketing partnership recently established between Sporting Kansas City and Boulevard Brewing Company aims to connect each organization’s strong community ties through a variety of co-branded marketing initiatives around the theme: “Hometown Team-Hometown Beer.”

“Boulevard Brewing Company is extremely excited to forge ahead with a much anticipated hometown partnership with Sporting Kansas City,” Boulevard Brewing Company Chief Sales and Marketing Officer, Bob Sullivan, said. “Our two brands have tremendous synergies and we look forward to a long term relationship that mutually extends our brands to both a local and regional audience.”

Boulevard beers will be available on tap and in bottles throughout the stadium for the first time since opening in 2011. The brewery and soccer team will also partner on a variety of marketing initiatives throughout the season, including the coordination of seasonal beer release events, bar promotions, packaging inserts, and viral marketing efforts.

Sporting Kansas City ended its 2011 regular season as the top team in the league’s Eastern Conference. As the division’s top seed, the club advanced past the defending MLS Cup champion, the Colorado Rapids, before falling 2-0 at home to the Houston Dynamo in the MLS Cup Playoffs. The 2012 season marks the team’s 17th year in MLS.

About Boulevard Brewing Company

Boulevard Brewing Company has grown to become one of the largest specialty brewers in the Midwest, dedicated to the craft of producing fresh, flavorful beers using traditional ingredients and the best of both old and new brewing techniques. Boulevard beers are distributed in 21 states. For more information, visit,, or follow us on Twitter at

Contact Info

Company: Boulevard Brewing Co.
Contact: Julie Weeks