Heineken to sponsor London 2012 Olympics
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Heineken has been confirmed as the latest sponsor and official lager supplier of the London 2012 Olympic and Paralympic Games.
Heineken becomes one of the 21 “tier three” suppliers and providers for the Games, joining brands such as John Lewis, Holiday Inn and Next.
Heineken will be able to launch Olympic-related marketing activity as part of the deal.
It will also have “exclusive pouring rights” at London 2012 venues serving alcohol for its portfolio of beer and ciders which includes the Heineken flagship lager brand, Amstel and Strongbow.
In December it was announced that Alexandra Palace in north London has been chosen by the Dutch Olympic Committee to be the location for the “Heineken House” hospitality venue for athletes, team members and guests during the Games.
Heineken sponsored the Athens Olympics in 2004 and is a major sports backer, with sponsorships including the UEFA Champions League and the Rugby World Cup.
YouGov Insight:
British Drinking
- The trend towards teetotalism is on the increase, possibly influenced by lifestyles of ethnic minorities, not to mention health concerns among the wider population.
- 69% of UK adults believe that binge-drinking is a ’British Thing’.
- 60% of UK adults agree that alcohol packaging should have health warnings like on cigarette packets.
- 53% of UK adults agree that low prices for alcohol are to blame for binge drinking.
- 40% of UK adults agree that the government should set a minimum price for alcohol.
- 47% of alcohol drinkers say most of their drinks budget is spent on drinking at home.
Click here for more information on this YouGov market report
Readers' comments (2)
Si | Thu, 3 Feb 2011 11:30 am
What ever happened to a 'british' beer?
Money talks me thinks...
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SymonWestLondon | Sun, 6 Feb 2011 3:07 pm
I don't know anyone who actually drinks Heineken anymore. So many better tasting 'beers' out there. Some of them are even English!
Don't ever preach again about supporting British business.
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