Heineken to sponsor London 2012 Olympics

Heineken has been confirmed as the latest sponsor and official lager supplier of the London 2012 Olympic and Paralympic Games.

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Heineken becomes one of the 21 “tier three” suppliers and providers for the Games, joining brands such as John Lewis, Holiday Inn and Next.

Heineken will be able to launch Olympic-related marketing activity as part of the deal.

It will also have “exclusive pouring rights” at London 2012 venues serving alcohol for its portfolio of beer and ciders which includes the Heineken flagship lager brand, Amstel and Strongbow.

In December it was announced that Alexandra Palace in north London has been chosen by the Dutch Olympic Committee to be the location for the “Heineken House” hospitality venue for athletes, team members and guests during the Games.

Heineken sponsored the Athens Olympics in 2004 and is a major sports backer, with sponsorships including the UEFA Champions League and the Rugby World Cup.

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