UK: Heineken gets set for London Olympics
Heineken UK has announced its first Olympic marketing tie-ins
Heineken has ramped up its London 2012 marketing tie-ins as part of its first Olympic sponsorship campaign.
The Amsterdam-based brewer is reported to have paid about US$15m for exclusive pouring rights at the Games. Now, with just over a month until the opening ceremonies, Heineken’s UK arm has announced its first promotional events.
The company is investing in about 150 London pubs this month to turn them into “Heineken beacons”. The pubs will receive Olympic-branded POS and glassware and staff training, with Heineken beer at the centre of the promotion.
A second on-trade promotion with JD Weatherspoon that will give Olympic tickets away in about 850 outlets across the UK sees Heineken extend Games marketing outside the capital.
"As far as pubs are concerned, the Olympics are a massive opportunity for licenced trade in the UK, but not just in London," a Heineken spokesperson told just-drinks.
"There are Olympic venues across the UK, and secondly in-bound tourist will come into London and find themselves further afield. The opportunity is not just within the bars in the stadiums, it's across the UK."
Heineken has also announced it will exclusive supply beer and cider at BT London Live, a series of celebrations at London landmarks Hyde Park, Victoria Park and Trafalgar Square.
An on-pack promotion will give consumers the chance to win VIP tickets to British Olympic Association celebrations on 10 September.
Heineken's sponsorship deal also extends to sponsorship of the British Olympics Association and 'Team GB', as well as the British Paralympic Association.
Heineken has a number of global sports partnerships, including sponsoring the UEFA Champions League. However, its deal with London 2012 only allows it to activate promotions in the UK, Pollard said.
Heineken also sponsers the European Football Championships 2012. Today an analyst said the partnership has been good for Heineken exposure.
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