London 2017 raises a glass to Heineken deal

World Athletics Championships’ national beer and cider supplier revealed.

London 2017 raises a glass to Heineken deal

Heineken has agreed a deal with London 2017, the organising committee of the International Association of Athletics Federations (IAAF) World Championships London 2017.

The Dutch brewer will be the national supplier of beer and cider for both the IAAF World Championships London 2017 and the World Para Athletics Championships, which is sanctioned by the International Paralympic Committee (IPC). Heineken brands such as Strongbow, Bulmers, Heineken, Foster's, John Smith’s and Desperados will be available for fans at the Queen Elizabeth II Olympic Park, where both events will be held. 

The financial terms of the deal were not revealed. 

“We are pleased to have secured Heineken as national supplier of beer and cider for this summer,” said Niels de Vos, championship director of London 2017. “The summer of world athletics will create a festival style atmosphere with fans and we’re delighted they will be a part of that.”

The IPC World Para Athletics Championships takes place from 14th to 23rd July, and will be followed by the World Athletics Championships from 4th August to 13th August. The two events will bring together more than 3,000 athletes from over 200 countries.