UK: Heineken sponsors BFI London Film Festival
Heineken beer featured in last year's James Bond movie
Heineken is upping its film industry involvement with a deal to be the official beer of the 57th BFI London Film Festival.
The Dutch brewer, which featured in the latest James Bond movie, will serve its namesake brand at the event's opening night on 9 October, Heineken said today (5 September). The lager will also feature at venues throughout the 12-day event.
“The new partnership provides us with an exciting opportunity to showcase Heineken at one of the world’s largest ... film festivals in a city that plays a key role in our global ambition for the brand,” Heineken UK brand director David Lette said.
Financial details behind the tie-up were not diclosed.
Last year, Heineken spent EUR60m (US$78.7m) on a marketing campaign around Skyfall, the 23rd Bond film, which was released in November.
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