Heineken has announced a new sponsorship deal with the British Olympic Association (BOA), as part of a total global investment of €50m the company will be making in the 2004 Olympics.

The sponsorship will include the use of the BOA logo on Heineken packs and bottles from March 2004.

"The Olympics has a unique profile, and the Sydney Games was the most watched sports event ever," says Leslie Meredith, marketing director of Heineken UK. "84% of the entire British population watched the 2000 Olympics and interest is forecast to be even higher for the Athens Games, when many of the events will be screened on prime time TV.

John Ricketts, Heineken UK off-trade sales director says: "Our sponsorship of the BOA will give us exclusive use of the Olympics name and logo in the beer category to boost sales through on-pack designs and in-store merchandising. Retailers stocking Heineken will therefore be able to capitalise on the excitement and interest in the Olympics next year."

Heineken said the support of the BOA will form part of an integrated, heavyweight campaign in 2004, including advertising, sales promotion and in-store activity.

Simon Clegg, chief executive of the BOA, says: "We are delighted to welcome Heineken to the British Olympic family. Their sponsorship will ensure that we can provide the best possible support for British athletes to reach their full potential at the Athens Olympic Games next year where we expect there will be much to celebrate."