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SBD Global/July 3, 2012/Marketing and Sponsorship

Heineken Paints London Pubs Green As Part Of Summer Olympics Sponsorship

Heineken is painting 150 London pubs green this week as part of its sponsorship of the London Games, according to John Reynolds of MARKETING MAGAZINE. The Dutch brewer will fill the pubs "with banners, posters, beer taps and Olympic-branded glassware." Staff will be "kitted out in Heineken-green uniforms" (MARKETINGMAGAZINE.co.uk, 7/2). In London, Sarah Bridge noted that Heineken is taking over Alexander Palace, North London to create "Holland Heineken House," which will serve as the official base of the Dutch Olympic Committee during the Games. Heineken Dir Lawson Mountstevens said that the brewer "expected to sell an extra 2.2 million pints of Heineken" during London 2012 (DAILY MAIL, 7/2).
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