Heineken and MLS groups up with David Guetta to boost funds
MLS and Heineken present David Guetta's second charity livestream event "United At Home"
Major League Soccer and lager beer brand, Heineken, a multiple winner of the World Branding Awards, recently teamed up with David Guetta, who hosted a livestream performance from New York City on Saturday, May 30 to raise funds for the needy during the global health crisis. It was part of the MLS Unites, a league-wide platform designed to educate communities, entertain fans and reinforce heroic efforts during the COVID-19 pandemic.
Guetta's appearance began after New York's "daily clapping" to recognize frontline and healthcare workers. Fans were encouraged to join the global audience to watch Guetta’s performance safely from home via Guetta Facebook, Instagram, Youtube, Twitter, Pull out, VK and Tick tack Channels as well as MLS Facebook, MLS Twitter, MLS Twitch, MLS YouTube and MLSsoccer.com.
"It is an honor to work with Major League Soccer and Heineken for the second edition of" United At Home "this Saturday. As a DJ, the audience makes a show spectacular and although the world stays inside during this time, we will be back this weekend be united, ”said David Guetta.
“I will be playing from a legendary place in New York and the show can be enjoyed from home. I hope to see you on Saturday and together we can make a real difference in raising money to help communities in need. "
Funding from the performance will be donated to the New York City Mayor Fund, which is NYC's official donation arm for COVID-19 aid and works every day to help vulnerable groups, including health workers at the forefront and important employees. Immigrant communities, survivors of domestic violence and others.
They will also be donated to Feeding America, the country's largest hunger relief organization, the Hôpitaux de Paris – Hôpitaux de France, whose mission is to improve conditions for healthcare workers and hospital patients across France. and the World Health Organization COVID-19 Solidarity Response Fund, which ensures that frontline workers are provided with the necessary protective clothing, that patients are adequately cared for, and that efforts to develop vaccines, tests and treatments are accelerated.
Guetta's appearance took place at a legendary location in New York City and was revealed at the start of his 90-minute set. The stream shows appearances by first aiders together with other special surprise guests. Selected fans over 21 years of age at Heineken partner MLS clubs were given exclusive access to a video conference room to enjoy the performance and were given the opportunity to be featured on the global live stream.
“Nothing unites and brings people together like music and football. United At Home offers all of us a moment to escape and celebrate, while having a tremendous impact on many worthy charities, said David Bruce, MLS SVP for brand and integrated marketing.
"Major League Soccer is proud to organize an event together with a committed partner like Heineken and global icon David Guetta that connects football fans and has a positive impact on our communities."
“As a brand that has been running social networks since 1873, Heineken has always promoted social experiences. Since many of us are still blocked or self-isolating, we understand the value of our social connection even better, ”said Borja Manso Salinas, VP Brand Marketing at Heineken.
"We are therefore delighted to digitally connect fans and enable them to contact our long-standing partners at MLS as well as the legendary David Guetta and his team in a responsible manner."
David Guetta has teamed up with Inter Miami CF to play a 90-minute set of feel-good music in downtown Miami for the opening event "United At Home" in April. The performance has been viewed more than 25 million times (see here) and raised more than $ 750,000 / £ 605.5,000, including a personal contribution from David Guetta of $ 300,000 / £ 242.2,000.