Olympics Desk

The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has confirmed this morning that Heineken UK the UK's leading brewer will be the official "Lager Supplier" and sponsor of London 2012 in a tier three sponsorship deal.

As part of the, deal the company’s flagship premium beer, Heineken will be the branded lager served at the Games and Heineken UK will have exclusive pouring rights for its portfolio of beer and cider brands at all London 2012 venues where alcohol is served.

As an Official Supplier of the London 2012 Olympic Games and Paralympic Games, Heineken will be able to utilise exclusive hospitality and marketing opportunities associated with the event. It will also enjoy sponsorship and venue supply rights associated with the British Olympic Association, Team GB, the British Paralympic Association and the Paralympics GB team.

London 2012 Commercial Director Chris Townsend 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.”  

Alexis Nasard, Chief Commercial Officer, Heineken N.V. said:  “There are no bigger, global or more spectacular events than the Olympic Games and Paralympic Games. We selected this opportunity as it fully reflects Heineken’s global brand position.  It also provides a wonderful platform for the promotion of responsible drinking.  Based on the experiences gained from being a long-term sponsor of premier sporting events such as the UEFA Champions League and the Rugby World Cup we will utilise London 2012 to celebrate with the world in a way that only Heineken can do.”

The confirmation of Heineken as sponsor comes on the back of criticism by teachers leaders who have called on drinks companies to end their sponsorship of sporting events, before the 2012 Olympics in London.

Steve Sinnott of the National Union of Teachers said the impact on the young was stark.

Government figures showed a fifth of all students excluded from school were excluded for drinking.

"This exposure to alcohol is damaging young people's lives and futures,"

"The effects on the young are stark," Mr Sinnott said.

"I call today for radical action by the drinks industry and others. The association between alcohol and sport must end.

"The sponsorship of sport by the drinks industry must end in advance of the Olympics in 2012."