The beer company will be able to use the British Olympic Association logo on Heineken packs and bottles from March 2004, as part of an integrated marketing campaign that will include advertising, sales promotion and in-store activity.
The British Olympic team sponsorship follows on from Heineken's support of the Rugby World Cup and the Heineken Cup, and is aimed at boosting demand for the premium Heineken beer launched in the UK earlier this year.
Heineken UK marketing director Leslie Meredith said: "Our sponsorship of the BOA links us with the Olympic ideal of striving for better performance, and will give us exclusive use of the Olympic name and logo in the beer category to boost sales through on-pack designs and in-bar activity."
BOA chief executive Simon Clegg said the sponsorship deal "will ensure that we can provide the best possible support for British athletes to reach their full potential".
The 2000 Olympics in Sydney was the most watched sports event to date, with 84% of the British population watching the games. Interest is forecast to be even higher for the Athens games, with many events being screened on primetime television.
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