The Summer Olympics are right around the corner and host city London is gearing up for the Games. Like most other sporting events, the London Games will be serving adult beverages and like most other sporting events these Games have corporate sponsors. These sponsors provide much needed cash to help produce such a large sporting spectacle and in return receive certain marketing rights. The Olympic Games counts Heineken amongst roster of sponsors. The choice of a foreign beer as an official sponsor has some locals up in arms.
Greg Mulholland, a member of the British Parliament, has raised a stink on the issue and has not been shy about voicing his opinion:
“Beer is the UK’s national drink and the country has a strong and ancient tradition of brewing; by choosing a mass produced bland foreign lager, the committee has ignored all the wonderful, traditional beers that the UK has to offer and instead gone for the company with the biggest cheque book.”
Grotesque British spelling of “cheque” aside, Mulholland makes an interesting point. The Games offer an opportunity for the county to showcase not only its athletic prowess but also its unique and diverse culture. The IOC’s decision to retain Heineken as a sponsor doesn’t leave much room for local brews. Their loss I suppose.