Heineken to be offficial lager at London 2012 Olympics

Heineken to be offficial lager at London 2012 Olympics

Heineken has beaten off rivals to ensure that its namesake beer will be the official lager at the London 2012 Olympic Games.

Heineken will have exclusive pouring rights for its portfolio of beers and cider, including Bulmers and Strongbow, at all Olympic venues in London where alcohol is served, said the London Organising Committee for the Olympic Games and Paralympic Games today (3 February).

The deal also extends to sponsorship of the British Olympics Association and 'Team GB', as well as the British Paralympic Association.

Heineken's MD in the UK, Stefan Orlowski, said that the deal will help Heineken to build its namesake lager as a global brand.

"There are no bigger, global or more spectacular events than the Olympic Games and Paralympic Games," he said. "It is a significant investment and undertaking for the company," he added, although financial details of the deal were not disclosed.

The Netherlands-based brewer is already heavily involved in sport as a sponsor of the UEFA Champions League and the Rugby Union World Cup, which takes place in New Zealand later this year.