The London Organizing Committee for the Olympic Games and Paralympic Games (LOCOG) has appointed Heineken UK, Britain’s leading brewer, as Official Lager Supplier and sponsor 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 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 Olympic Games and Paralympic Games, Heineken will be able to utilize 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 the Paralympics GB team.

Stefan Orlowski, Managing Director, Heineken UK, said, “We are delighted to secure this sponsorship and supply agreement with the London 2012 Games. We look forward to working with LOCOG to capitalize on the exciting opportunities it offers for the Heineken brand and Heineken UK. It is a significant investment and undertaking for the company and one that can help build pride amongst all our colleagues, business partners and consumers across the UK.”