Unofficial brands are strictly prohibited from promoting their brands during the upcoming 2012 London Olympics. Organizers of London Olympics have strictly issued warning against unofficial drinks manufacturers for their promotion, as it may result in facing some legal actions against them.
London 2012 Chief Executive, Paul Deighton, has declared Heineken UK as the official supplier of Lager. Earlier, this kind of marketing has been done during the Football World Cup in South Africa. 36 young women wearing Orange mini-dresses promoting Dutch brewer Bavaria.
During the Netherlands v Denmark at Soccer City Stadium, the TV cameras shot them. Instantly, women had to leave the place and got arrested. Mr. Deighton also 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.”
He further added, “We are very alert to protecting our partners because without their contribution this kind of event cannot happen. We've got to strike the balance right to protect those rights and on the other hand behave in a way that is sensible when an ambush is attempted.” Heineken UK has exclusive sponsorship rights for beers and ciders at all 2012 London Olympics venues.
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