Allagash Brewing teams up with Portland Hearts of Pine soccer squad
Photo / Courtesy of Allagash Brewing Co.
Portland-based Allagash Brewing Co. has signed on as the official brewery partner to the new Portland Hearts of Pine men's pro soccer team.
Less than six months before the debut of professional soccer in Maine, Allagash Brewing Co. has signed on as the official brewing partner to Portland Hearts of Pine, the men's team that will play in USL League One.
The partnership will see Maine’s biggest brewer collaborate with the team on a special beer to be sold at Portland’s Fitzpatrick Stadium during matches. The team will play its first game in March 2025.
“Soccer is growing fast here in the U.S.,” said Jason Perkins, Allagash's brewmaster “On top of my personal love of the sport, this team shares our brewery’s values by being community-minded and bringing people together.
“We’re thrilled to partner with the team and are looking forward to joining fellow soccer fans at Fitzpatrick Stadium to cheer on the Hearts and enjoy some Allagash."
With a production volume of 120,000 barrels in 2022, Allagash was ranked Maine's largest brewer in the 2024 Mainebiz Book of Lists. The company was founded in 1995 by Rob Tod, a James Beard Award winner.
Asked about details of the collaboration, Tod told Mainebiz it's too early to say. The special brew will most likely be sold in Allagash’s tasting room, he added.
'Natural fit'
Like Allagash, the Hearts of Pine team is inspired by a love for Maine, the club says. Its crest features an iconic Maine pine tree set against deep blue waves, next to a red heart intended as a take on Maine’s Dirigo Star and in homage to Portland’s Valentine’s Day Bandit.
“Our club is a reflection of the diverse communities and cultures of Maine, and Allagash Brewing Co. has long been a beacon of pride for the city of Portland and state as a whole,” said Kevin Schohl, president of Hearts of Pine. “Having a beloved beer brand located right in our backyard as our brewery partner was a natural fit.”
Gabe Hoffman-Johnson, the team’s founder and an honoree on the this year's Mainebiz 40 Under 40 list, added that “having the support of major players with shared values in our community like Allagash is gratifying and impactful.”
Asked how Allagash measures the return on investment from these types of partnerships, Perkins told Mainebiz, “We take a holistic approach to our partnerships — thinking of revenue it could generate in addition to the ability to build our brand, forge long-lasting partnerships, and to enrich our community.”
He added, “It’s a big deal for Maine to have the Hearts as their debut professional soccer team, and we’re glad that Allagash can be a part of that.”
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