Industry Press Releases

Relevent Sports Partners With Moët Hennessy To Elevate Fans' Experience At The 2017 International Champions Cup Presented by Heineken®

Tuesday, Aug 01, 2017

Relevent Sports is proud to have partnered with Moët Hennessy as the official wine and spirit partner of the 2017 International Champions Cup presented by Heineken®. Moët Hennessy joined the ICC as a partner during the fifth installment of the world's premier summer soccer tournament, which brought the strongest line-up to date, with eight of the world's most celebrated soccer clubs facing off at El Clásico renowned venues across the United States.

The tournament concluded Sunday, July 30th, with FC Barcelona securing the 2017 title after their win over Real Madrid C.F. in El Clásico Miami, the biggest game in International Champions Cup history. A sellout crowd of 66,014 fans watched as two of the greatest soccer clubs in the world battled at Hard Rock Stadium, the first the time ever that the historic rivalry of El Clásico took place in the United States.

Moët Hennessy's participation was a central part of the 2017 ICC experience for fans, hosting a number of promotions leading up to El Clásico Miami. In addition to being the official wine and spirit partner, Moët Hennessy showcased numerous products in their wine and spirit portfolio through a variety of activations. Highlights included a sampling of Belvedere Vodka signature cocktails at Hard Rock Stadium and a Dom Pérignon bottle presentation at both the Manchester Derby and El Clásico Miami.

"Moët Hennessy is excited to have partnered with the ICC for what was one of the biggest sporting events this summer," said Jim Clerkin, President and CEO of Moët Hennessy North America. "For the first time in history, the ICC brought this iconic rivalry to the US, opening the doors for soccer fans to share in the excitement and passion first hand. Moët Hennessy is proud to have provided our brands to help commemorate this experience."

As an official partner, Moët Hennessy received signage and in stadium elements across all matches. As the anchor brand of the partnership, Hennessy was featured on TV-visible LED signage and highlighted in-stadium with brand spots running on the video boards and brand announcements made to sellout crowds. To amplify their partnership, exclusive Moët Hennessy featured content was distributed across ICC social channels.

In addition, Moët Hennessy was the presenting partner of the Official After Party at Wall on Wednesday, July 26, as well as the lead brand featured at all official ICC nightlife events and dinners, including the President's Dinner on Friday, July 28. These parties featured top entertainment acts and included attendance by executives across the global football landscape and overall sports industry.

"It is true testament to the stature of the ICC to have had Moët Hennessy participate as our official wine and spirit partner," said Bruce Bundrant, Chief Commercial Officer at Relevent Sports. "Moët Hennessy is a premier brand and their leading involvement in our ICC's events provided the top tier experience we work to create for our fans."

The 2017 International Champions Cup presented by Heineken® ran from July 19 – 30 and featured 12 matches played across 10 cities throughout the United States. In total, eight teams from around the globe, including England (Manchester United F.C., Manchester City F.C., Tottenham Hotspur F.C.), Italy (Juventus F.C., AS Roma), France (Paris Saint-Germain F.C.) and Spain (FC Barcelona, Real Madrid C.F.) competed in this year's tournament.

El Clásico Miami was held at the newly renovated Hard Rock Stadium in Miami Gardens, Fla. As part of this momentous event, the ICC and El Clásico Miami management team and partners developed a program of exciting events leading up to the match including concerts, brand activations, team pep rallies, art activations, and more which were hosted in and around Hard Rock Stadium as part of an immersive experience site that was available to fans from Tuesday to Sunday. Additionally, El Clásico Miami week provided an opportunity for fans to experience the culture of Miami by creating events around Miami Beach, Wynwood and Bayfront Park. The week was filled with concerts, beach parties and art activations that created a spectacle of events around the match.

About Hennessy Cognac

In 2017, the Maison Hennessy celebrates over two and half centuries of an exceptional adventure that has linked two families, the Hennessys and the Fillioux, for seven generations and spanned five continents. It began in the French region of Cognac, the seat from which the Maison has constantly passed down the best the land has to give, from one generation to the next. In particular, such longevity is thanks to those people, past and present, who have ensured Hennessy's success both locally and around the world. Hennessy's success and longevity are also the result of the values the Maison has upheld since its creation: unique savoir-faire, a constant quest for innovation, and an unwavering commitment to Creation, Excellence, Legacy, and Sustainable Development. Today, these qualities are the hallmark of a House – a crown jewel in the LVMH Group – that crafts iconic and prestigious Cognacs.

Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Hennessy distills, ages and blends spanning a full range: Hennessy V.S, Hennessy Black, V.S.O.P Privilège, X.O, Paradis, Paradis Impérial and Richard Hennessy. For more information and where to purchase/ engrave, please visit

About Belvedere Vodka

Born of Rye, Water, Character Created in 1993, Belvedere Vodka was the first to generate a new standard for excellence in the vodka category and established the luxury vodka category. Today, Belvedere's distinctive character and uncompromising integrity are recognized internationally by discriminating vodka enthusiasts who appreciate its all natural, additive free character. Crafted using Polish Dankowskie Rye and blended with water from its own local pristine source, Belvedere's taste profile is distinctively soft with a subtle sweetness and smooth, clean finish. For more information visit

About Dom Pérignon

Dom Pierre Pérignon was the procurator of the Abbey of Hautvillers in Champagne from 1668 to 1715. His life's work was guided by the single aim to create what he named: the "best wine in the world". Today, each new vintage of Dom Pérignon is inspired by the same quest. For every vintage is a new beginning, a reinvention. Always a vintage wine, the Dom Pérignon commitment to vintages is absolute: Dom Pérignon is made from only the best grapes and is declared only in the most exceptional years, from a single year's harvest only. Each Vintage has three Plénitudes, and is a true act of creation that is constantly renewed by Chef de Cave Richard Geoffroy.

About Relevent Sports

Relevent Sports provides an innovative approach to building a soccer presence in the United States and around the globe. Relevent Sports showcases the best match-ups and tournaments in soccer featuring the top clubs, international teams and players. Since 2013, Relevent Sports has organized the International Champions Cup; the premier preseason tournament featuring the top European clubs with matches in North America, Europe and Asia.  Utilizing brand development, grassroots planning, corporate sponsors, and international touring, Relevent Sports promotes and grows the love of soccer worldwide.

About the International Champions Cup Presented by Heineken®

The International Champions Cup is the world's premier summer soccer tournament organized by Relevent Sports, featuring the best clubs from around the world. A staple property of Relevent Sports and RSE Ventures, the International Champions Cup works with leading sponsors such as Heineken®, Nike and Ally, among others, to bring the best in soccer to iconic sports venues across North America, Europe and China.

The International Champions Cup has hosted some of the most iconic matchups in the world, including the two most attended soccer matches in U.S. history. First came when Real Madrid C.F. and Manchester United F.C. drew 109,318 fans to Michigan Stadium at the University of Michigan. Real Madrid C.F. returned to the "Big House" to take on Chelsea F.C. in front of 105,826 fans, second all-time, as part of the 2016 tournament. The 2017 tournament featured the first Manchester Derby and El Clásico to take place in the United States. The International Champions Cup has hosted the most attended soccer matches in New Jersey (82,104 at MetLife Stadium), Tennessee (56,232 at Nissan Stadium), Minnesota (64,101 at U.S. Bank Stadium) and Ohio (86,641 at Ohio Stadium) state history. In its five-year history, FC Barcelona, Real Madrid C.F., Manchester United F.C., Juventus F.C. and Paris Saint-Germain F.C. have all won installments of the tournament.

About Ascendent Sports Group

Founded in 2013, by Stephen M. Ross and Matt Higgins, Ascendent is a dynamic, full-service agency focused on innovative sponsorship sales, brand consulting, event management and production, and talent acquisition, within the global sports and entertainment sectors. Ascendent Global Partnerships represents a marquee roster of properties, leveraging its global network of brand relationships to drive sponsorship and media revenue. Ascendent Consulting advises and supports brands and properties in developing and managing effective sponsorship portfolios. Ascendent Events has a deep expertise in large scale event design and production, staging impactful performances, activations and hospitality experiences across multiple genres. Ascendent is unified in the belief that sports and entertainment have the power to affect positive change, harnessing passion and affinity for great events to indelibly connect brands and consumers through memorable experiences.

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