Brewer signs to London 2012

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The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has appointed Heineken UK, Britain's leading brewer, as Official Lager Supplier of London 2012 in a Tier Three sponsorship deal.

As part of the deal, the company's flagship premium beer, Heineken, will be the branded lager served at the Olympic and Paralympic Games, and Heineken UK will have exclusive pouring rights for its portfolio of beer and cider brands at all London 2012 venues where alcohol is served. As an official supplier of the London 2012 Games, Heineken will also be able to utilise exclusive hospitality and marketing opportunities associated with the event. It will also enjoy sponsorship and venue supply rights associated with the British Olympic Association, Team GB, the British Paralympic Association and ParalympicsGB. Chris Townsend, LOCOG commercial director, said: " Like many major events, the provision of food and drink is a part of the overall experience and this year sees our plans in this regard move up a gear. We are especially pleased to be working with Heineken, as we have a shared goal of encouraging adult visitors to our venues where alcohol is served to celebrate responsibly. We welcome Heineken to the London 2012 family and look forward to working with them between now and the summer of 2012. " The announcement was made a few days after confectionary company Cadbury bolstered its ties with the London 2012 Olympic Games by becoming an official supporter of the Games Maker programme. The deal added to its role as official treat provider to the London 2012 Olympic and Paralympic Games, announced in 2008. Cadbury will play its part in the London 2012 Games Maker programme by aiming to bring games and team building spirit to the Games Maker experience. Starting with the Games Maker selection process, Cadbury is aiming to push its Spots v Stripes campaign by playing the game at the selection days to help bring the volunteers together. Meanwhile, Visa Europe has signed a deal with News International that will see its titles become the 'official newspapers' of Britain's Olympic and Paralympic hopefuls. The Sun, News of the World, The Times and The Sunday Times will run campaigns aimed at building support for the 1, 200 plus athletes that will make up 'Team 2012' ahead of the Games in London. Team 2012 – a partnership between LOCOG, the British Olympic Association, the British Paralympic Association and UK Sport – is looking to raise money to support the training and competition needs of the athletes.

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