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Live Music

Heineken Sponsors DJ Tiesto Tour to Celebrate Album Release

November 4, 2009


WHITE PLAINS, N.Y. (November 3, 2009) – The Heineken sponsored three-city, seven-date concert experience featuring legendary Dutch DJ, Tiësto, in conjunction with the release of his latest artist release, “Kaleidoscope”, premiered at the intimate Hammerstein Ballroom in New York on September 24.  The sponsorship, part of a larger Tiësto world tour, reached Chicago and will hit Los Angeles in November, offers fans at the events the chance to win premium upgrades, including a backstage meeting with Tiësto, autographed merchandise and exclusive VIP access within each venue.

“Heineken loves to bring new premium experiences to the consumers and we share a passion with Tiësto fans for world-class music and premium lifestyle experiences,” said Filip Wouters, Vice President Marketing Heineken.  “We’re excited to be presenting the world’s most popular DJ to the United States for these one-of-a-kind performances.”

Tiësto says, “It’s great to work with Heineken, especially because we share the same heritage.  They are huge supporters of quality music and art, so the partnership is a natural fit.”

Following the kick-off in New York City, Heineken brought Tiesto to Chicago’s Congress Theater and will wrap up the tour with three special finale shows November 25, 27 and 28 at The Shrine in Los Angeles.

“Our goal is for fans to enjoy Tiësto in an intimate venue as they never have before and experience a show that could only be brought to them by Heineken,” said Wouters.  “Through our exclusive upgrades, fans can get closer to the action and really feel as if they’re part of the show.”


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