When Heineken began their partnership with Major League Soccer in 2015, they came to TracyLocke to deliver the goods. As lead copywriter on everything Heineken, I was in charge of headlines and copy for all consumer-facing deliverables and client presentations for multiple activations and promotions. From crafting team-specific rallying cries that diehard soccer fans would love, to finding unexpected ways to appeal to new viewers of the sport, I soaked up American (and global) soccer culture and helped to make Heineken's first year of partnership with MLS a wild success for the brand, the fans, and the sport in America.