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2.2.2011 Heineken set to be official beer of London 2012

Heineken is due to be revealed as the official beer supplier of the London 2012 Olympics and Paralympics. The London Organising Committee of the Olympic Games (Locog) issued a tender in June 2010 for a beer partner, and is thought to have previously held talks with Young's and Fuller's, the maker of London Pride. Heineken will supply alcohol, mainly to hospitality outlets, and will be granted marketing rights at the games. The deal is set to be announced within the next two weeks.

Heineken has invested in sponsorship deals in previous Olympics. It signed a sponsorship deal with the British Olympic Association for the 2004 Athens games. The brewer already has a considerable presence in sport sponsorship. It is a sponsor of Uefa Champions League football, and of the rugby union Heineken Cup event.

B.L. 2.2.2011