Heineken has been unveiled as the official lager of the 2012 Olympic Games in London.

The deal hands Heineken UK exclusive rights to serve its beer and cider brands at all venues for the sporting jamboree, as well as sponsorship rights for Team GB. The deal also includes rights to the accompanying Paralympics.

It joins brands including Cadbury and Coca Cola in sponsoring the Olympics.

“There are no bigger, global or more spectacular events than the Olympic Games and Paralympic Games,” said Heineken UK managing director Stefan Orlowski.

“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.”

London 2012 commercial director Chris Townsend added: “The provision of food and drink is a part of the overall [Olympic] 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.”

Last month the Dutch brewer unveiled a new global strapline, encouraging its drinkers to "Open your world".

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'Open your world' says new Heineken slogan (18 January 2011)
Top Products Survey 2010: Alcoholic drinks (18 December 2010)