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.
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.