The London Organising Committee for the Olympic Games and Paralympic Games (LOCOG) has appointed Heineken UK as the Official Lager Supplier and sponsor of London 2012 in a tier three sponsorship deal.
As part of the deal, the company’s flagship premium beer, Heineken will be the branded lager served at the Games and Heineken UK will have exclusive pouring rights for its portfolio of beer and cider brands at all London 2012 venues where alcohol is served.
Heineken will also be able to utilise exclusive hospitality and marketing opportunities associated with the event. It will also enjoy sponsorship and venue supply rights associated with the British Olympic Association, Team GB, the British Paralympic Association and the Paralympics GB team.
Alexis Nasard, chief commercial officer, Heineken NV, said:“There are no bigger, global or more spectacular events than the Olympic Games and Paralympic Games. We selected this opportunity as it fully reflects Heineken’s global brand position.
“It also provides a wonderful platform for the promotion of responsible drinking. Based on the experiences gained from being a long-term sponsor of premier sporting events such as the UEFA Champions League and the Rugby World Cup we will utilise London 2012 to celebrate with the world in a way that only Heineken can do.”
Source: Investegate
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