Spyns clients will have to make the choice between the above lagers and cider when celebrating their country winning a gold medal as Heineken winning the bid to be the official beer of the Olympics. If you would like to join us for a hassle free Olympic adventure, check out our site http://www.london-olympiad.com/ and browse through our 5, 7, and 10 day tour packages.
Heineken UK will be the official lager supplier in a tier three deal, typically worth around £10m, that pushes London 2012 closer to its target of raising £2bn from sponsorship.
Heineken and its portfolio of beer and cider brands, including Bulmers, Foster’s and Kronenbourg, will be offered at the sporting venues and within corporate hospitality.
Paul Deighton, the London 2012 chief executive, said organisers would have a “very, very active anti-ambush” unit to protect sponsorship deals.
At the World Cup in South Africa, a group of women were thrown out of a stadium for attempting to promote a Dutch brewer.
He said: “If someone tries to ambush, I would see it as an attack on one of the most important events in this country in a decade. Any brand that behaves like that would probably receive quite a negative reaction.
“Any action we deem it necessary to take against anything explicit or aggressive would, as you would expect with us, be handled with enormous discretion."
Alexis Nasard, the chief commercial officer of Heineken, said “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.”
The deal means Heineken is the 21st Tier Three sponsor, which gives the company advertising rights in London.
London 2012 organisers have also signed up their second Paralympic-only sponsor. Otto Bock will be the official prosthetic, orthotic and wheelchair technical services provider, offering repairs and advice at the Olympic venues.
Meanwhile, the company behind the world's first indoor snow resort in Dubai has approached London Olympic organisers about turning the Broadcast Centre into a giant ski dome after the 2012 Games.
Acer Snowmec is one of a number of companies to have expressed an interest in the site, according to Estates Gazette, which local authorities had earmarked as a base for creative businesses.
The Birmingham-based group has designed and operated indoor ski centres around the globe, including the 250,000 sq ft Ski Dubai centre and the Madrid Xanadu. Ski Dubai includes an 85m indoor mountain with five ski slopes.
A spokesman for the firm said: "We have made a bid to the OPLC for a winter sports anchored development on the media centre site and are waiting for the next stage of the official bidding process."
Spyns is an active travel company based in Whistler, BC (Canada). For more information about Spyns and our package tours to the 2012 London Summer Olympic Games, including London Olympics hotels, London 2012 tickets, and summer games VIP access, please visit our websites http://www.london-olympiad.com/ http://www.london2012-tours.com/ and http://www.london-tours-2012.com/ or call us toll-free at 1.888.825.4720. www.spyns.com.
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