The deal will also give Heineken sponsorship and venue supply rights associated with the British Olympic teams. Heineken would not confirm financial details of the arrangement but managing director Stefan Orlowski said it represented “a significant investment and undertaking for the company”.
He added: “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.”
Source: London 2012
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