The Dutch brewer has signed a tier-three sponsorship deal that will allow Heineken to sell its beer and cider brands on an exclusive basis at all Olympic venues where alcohol is served.
Heineken, which has also acquired hospitality and marketing rights under the terms of the deal, already has a significant presence in sport through its sponsorship of the UEFA Champions League, Rugby World Cup and European rugby cup.
British brewers Young’s and Fuller’s were also reportedly in the tender, but London 2012 CEO Paul Deighton rejected claims that organisers should have chosen a domestic company.
“The evidence does not support this,” Deighton told The Associated Press. “I can't think of a better match, actually. We have here a British heritage with an international reach. That's the Olympic Games.”
Heineken, whose UK headquarters are in the Scottish capital of Edinburgh, has become London's 21st tier-three domestic sponsor. Deighton said the deal had increased total domestic sponsorship revenues to £670 million, with the original target having been £650-700 million.
