Dutch Brewer To Be London Olympics' Official Lager

Dutch brewer, Heineken, will be 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.

Alexis Nasard, Chief Commercial Officer, Heineken N.V. 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.”

As an Official Supplier of the London 2012 Olympic Games and Paralympic Games, Heineken will 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.

In wake of the deal, Olympic officials rebuffed critique from British breweries that they were passed over for a higher offer from Heineken.

"The evidence does not support this," said Paul Deighton, chief executive of the organizing committee. "I can't think of a better match, actually. We have here a British heritage with an international reach. That's the Olympic Games."

Deighton also addressed concern over ambush marketing within the beer category, telling reporters that they have already established an "anti-ambush team" who will seek to educate marketers on what is allowed and what isn’t.

London 2012 Commercial Director Chris Townsend 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.”