The deal is part of a total global investment of EUR50 million that Heineken will be making in the 2004 Olympics, and will see the BOA logo on Heineken packs and bottles from March 2004.
The BOA deal is the latest high profile sponsorship to boost the Heineken brand in the UK. It builds on the current sponsorship of the highly successful Rugby World Cup and the European rugby cup known by fans and media throughout Europe simply as the Heineken Cup, which continues into 2004.
"Heineken is all about brewing a better beer, and our genuine import status in the UK beer market supports this," says Leslie Meredith, marketing director of Heineken UK.
"Our sponsorship of the BOA links us with the Olympic ideal of striving for better performance and will give us exclusive use of the Olympics name and logo in the beer category to boost sales through on-pack designs and in-bar activity."
Simon Clegg, chief executive of the BOA, adds: "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."
Heineken has unveiled a new sponsorship deal with the British Olympic Association as part of the beer brand's build up to next year's Summer Games in Athens.
