News

UK: Heineken signs Olympics deal

Most popular

COVID is opening up aged spirits to a new world

How COVID has changed consumers' shopping habits

Pernod Ricard Performance Trends 2016-2020 - data

PepsiCo's Driftwell launch a seachange for drinks

how big were online sales in lockdown? - analysis

MORE

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

//i4.aroq.com/1/Heineken-logo.jpg

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.


Related Content

Heineken brings UK production in-market as Brexit looms - just-drinks EXCLUSIVE

Heineken brings UK production in-market as Brexit looms - just-drinks EXCLUSIVE...

Heineken faces tough battle in China's growing super-premium tier - analysis

Heineken faces tough battle in China's growing super-premium tier - analysis...

Heineken Q1 2020 - preview

Heineken Q1 2020 - preview...

Heineken links up with China Resources Enterprises in US$3.1bn deal

Heineken links up with China Resources Enterprises in US$3.1bn deal...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?