Heineken has been named as an official sponsor of the London 2012 Olympic Games.
The deal means that Heineken will be the branded lager served at the Olympic and Paralympic Games, and Heineken UK will have exclusive pouring rights for its portfolio of beer and cider brands, which includes Strongbow, John Smith's, Bulmers and Foster's.
As an official supplier of the London 2012 Games, Heineken will also be able to use exclusive hospitality and marketing opportunities associated with the event and will also enjoy sponsorship and venue supply rights associated with the British Olympic Association, Team GB, the British Paralympic Association and ParalympicsGB.
Chris Townsend, LOCOG commercial director, said: "Like many major events, the provision of food and drink is a part of the overall experience and this year sees our plans in this regard move up a gear. We are especially pleased to be working with Heineken, as we have a shared goal of encouraging adult visitors to our venues where alcohol is served to celebrate responsibly. We welcome Heineken to the London 2012 family and look forward to working with them between now and the summer of 2012."
By Neil Gerrard
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