Heineken has agreed a deal with British Olympic Association ahead of the Rio 2016 Summer Olympic Games, with cider brand Strongbow named as an official partner of Team GB.
It is the first time the brand has backed the team, with Heineken marketing director, Cindy Tervoort saying its focus would be on ‘supporting the supporters’.
Cindy Tervoort, head of marketing for Heineken said: ‘We want to bring back the excitement we all felt during London 2012 and rally the nation to get behind Team GB. The pride and enthusiasm we experienced as a nation in 2012 was incredibly special, and we anticipate that our campaign will help the nation feel it once again.
‘We know how important the Olympics are for them, and our marketing will firmly position ourselves as supporting the supporters.’
Strongbow will be poured this summer to guests visiting the Team GB Clubhouse in London between 5 to 21 August.
Bill Sweeney, CEO, British Olympic Association, said: ‘The fans made the difference in 2012 and with the team competing some 6,000 miles away in Rio we want to make sure they know they have the whole nation behind them all over again. Strongbow’s commitment to supporting the supporters and celebrating success is a great way of embracing that passion for our Olympians.’