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Breakers team with Bud Light to target young demographic

Rejoice, Breakers fans. Beer is here. (Photo Copyright Clark Linehan for The Equalizer)

Rejoice, Breakers fans. Beer is here. (Photo Copyright Clark Linehan for The Equalizer)

Breakers fans, grab a Bud Light.

True, you may need something a little bit stronger to cheer you up as your club looks destined for another No. 1 pick in the draft (until an expansion team gets that, again). But despite the Boston Breakers’ 1-11-1 record, which has them fixed at the bottom of the NWSL table, six points adrift of the next-closest team, there are very positive signs off the field.

On Tuesday, the club announced a partnership with Bud Light and didn’t dance around any reasons why: It’s an attempt to target a younger crowd which many NWSL clubs still fail to attract — mostly because they don’t properly engage the age group.

“This is an exciting partnership for us as we look to tap into the 21 to 30-year-old age group,” Boston Breakers general manager Lee Billiard said. “With Bud Light’s knowledge and promotion to that crowd, we hope to see a greater awareness of our team along with an increase in attendance of that specific demographic. Bud Light will also be promoting us during their own weekly activations, which is huge exposure for us. It’s going to be an exciting partnership.”

[NWSL Week in Review: Flash look like they are here to stay as NWSL contender]

Bud Light will have a “Build-A-Bar” at Breakers’ home games on July 31, August 31 and Sept. 24. (We aren’t quite sure what that is, either.)

Bud Light is also sponsoring the upcoming Boston Cup, a 5-v-5 tournament to he held July 31 at Jordan Field prior to the Breakers’ match against the Orlando Pride.

Several clubs around the NWSL have beer gardens at home matches. Portland Thorns FC recently partnered with local brewery 2 Towns Ciderhouse create “Two Thorns” – a special-edition hard cider “made to honor the best supporters in the NWSL,” as the club states. It is available inside the team’s home stadium, Providence Park.

Despite the team’s record, the Breakers are still pulling in relatively good crowds at the intimate Jordan Field, across the parking lot from their old, more cavernous home of Harvard Stadium. Sunday’s crowd was announced as 3,743.

[MORE: Sky Blue come from behind, beat Breakers 3-2]


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