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With just over 500 days to go before the summer Olympics kick off, the organizers recently announced a new partner, in the often highly coveted beer category.

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The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has appointed Heineken UK, Britain’s leading brewer, as Official Lager Supplier 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 Olympic and Paralympic 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.

As an official supplier of the London 2012 Games, Heineken will also be able to utilize 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 ParalympicsGB.

Chris Townsend, LOCOG Commercial Director, said: ‘Like many major events, the provision of food and drink is a part of the overall experience and this year sees our plans in this regard move up a gear. We are especially pleased to be working with Heineken, as we have a shared goal of encouraging adult visitors to our venues where alcohol is served to celebrate responsibly. We welcome Heineken to the London 2012 family and look forward to working with them between now and the summer of 2012.’

You can find out more about the games at www.london2010.com.
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Steve Nash seems like a guy who won’t endorse something he doesn’t believe it. This is likely a good partnership for Liquid Nutrition.

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Liquid Nutrition Group Inc., an international nutritional smoothie, food, vitamin and supplement store concept, has teamed up with Steve Nash to bring a delicious slant to healthy eating and nutrition to the North American health and wellness industry. The newly inked three-year deal positions Nash as an equity partner with the mutual goal of franchising stores across 35 selected markets in Canada and the U.S.

“I am very excited to partner with Liquid Nutrition. It’s great to find a team who shares my passion for living a healthy well-rounded lifestyle. I have no doubt that Liquid Nutrition will be a great addition to the Steve Nash Enterprises’ family and I look forward to a very bright future,” said Steve Nash, NBA Player.

Capitalizing on the growing trend of eating healthy with an emphasis on nutrition, Liquid Nutrition combines two distinct concepts to create an attractive market niche. The company has fine tuned its concept and R&D with multiple stores in Montreal and is now in the process of launching a North American and international franchise program. There is a strategic fit in lifestyle approaches between Nash and Liquid Nutrition, creating the ideal recipe for entrepreneurial success coupled with social conscience for a population where more people are investing in their overall health and wellness.

The partners of Liquid Nutrition have aggressive plans set in place to expand across North America and beyond. “We are thrilled to have Steve join the Liquid Nutrition team. Steve embodies the spirit of our company and will relate very well with our customers - many of whom strive to live the healthy lifestyle that Steve represents. His direct involvement will assist our expansion throughout Canada and the U.S.,” says Glenn Young, President, Liquid Nutrition Group Inc.

Liquid Nutrition’s real and authentic mandate is directly aligned with Steve Nash’s own commitment to healthy lifestyle choices. Steve has eliminated all refined sugar from his diet and touts the benefits to children and teens through The Steve Nash Foundation. Together, this Liquid Nutrition Dream Team will energize the landscape of health and nutrition based franchises to benefit both food lovers and all of those concerned with healthy living.

Liquid Nutrition and Steve Nash – Living Healthy is Delicious!

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Who knows how this will work out - it is interesting to see how politics and sport are coliding here. The Tea Party. The Tea Party has joined forces with Lafferty Motorsports and the NASCAR Camping World Truck Series. Here is an excerpt about their relationship

“We the People” truck takes over the #89 red truck of driver Chris Lafferty for two full seasons, to run through the 2012 elections. Although called a sponsorship, the money will be moving in the opposite direction. Todd Cefaretti, Freedom Organizer for TheTeaParty.net explained in a statement released yesterday to The Hill.

You can read more at http://teapartyracing.com/

“Over 50 percent on average of the money that is raised from sponsors for the racing team will be donated to TheTeaParty.net to be used to advance the Tea Party movement even more.”

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CIBC is the presenting sponsor of the International Indian Film Academy Weekend and Awards to be held in Toronto this summer.

IIFA, also known as the “Academy Awards of Bollywood”, is the annual film awards for India’s global movie industry. This is the first time this event will be held in North America and it is expected to attract over 40,000 visitors to Toronto, as well as a global audience of 350 million viewers.

IIFA, also known as the “Academy Awards of Bollywood”, is the annual film awards for India’s global movie industry. This is the first time this event will be held in North America and it is expected to attract over 40,000 visitors to Toronto, as well as a global audience of 350 million viewers.

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Marketing Magazine reported that Coca-Cola Canada is going back to the Olympics with Canada’s Olympic Broadcast Media Consortium.

The Consortium issued a release this afternoon announcing its first sponsorship agreement for the London 2012 Summer Games, a deal that gives Coke exclusivity in five beverage categories: sparkling (non-alcoholic), water and enhanced water, sports drinks, juice and juice drinks, and hot and cold ready-to-drink tea.

The deal doesn’t come as a surprise since Coca-Cola has been a global Olympic partner since 1928. However, the Consortium describes the deal as the largest “Canadian media sponsorship for Coca-Cola in a non-domestive Summer Games.”

Marketing picked the Consortium as its Media Player of the Year in 2010 in part for the sheer number of opportunities and contact points it provided to its sponsorship partners.

“The breadth and depth of the Consortium’s assets and cross-platform approach provides an unparalleled integrated business solution, which we have customized to meet Coca-Cola’s core objectives for London 2012,” said Nathalie Cook, vice-president of marketing and partnerships, Canada’s Olympic Broadcast Media Consortium, in the release.