The Monterrey-based brewery has signed on as Presenting Sponsor of the 2015 FIBA Americas Championship. The partnership will see its Coors Light brand become the official beer of the tournament, with comprehensive and powerful sponsorship rights including exclusive free-throw circles branding.
Alberto Garcia, Regional Director of FIBA Americas, said: "It is great to see that a prestigious international company such as Heineken has signed up as our partner and appreciates the importance of this event. Mexico, as defending champions, will undoubtedly host a great tournament with competitive games at the highest level.
The partnership was announced at the Official Draw Ceremony for the Championship on Wednesday evening in Monterrey. Click here to find out the results.
The FIBA Americas Championship is the region's flagship event for men's national teams and features 10 teams from across North, Central and South America and the Caribbean.
The top two teams from the 2015 FIBA Americas Championship will qualify for the 2016 Olympic Basketball Tournament in Brazil.
Mexico won the 2013 edition in Caracas to capture their first-ever continental title.