London 2017 brews Heineken partnership

Dutch brewing company Heineken has agreed a deal to partner the International Association of Athletics Federations’ (IAAF) World Championships and the World Para Athletics Championships, which will take place in London this summer.

Heineken will serve as the national supplier of beer and cider for both events. The deal grants Heineken exclusive rights to sell in concession units in and around the London Stadium.

The World Para Athletics Championships will run from July 14-23, with the IAAF World Championships to take place from August 4-13. Both events will take place at London’s Queen Elizabeth Olympic Park.

“We're proud to have been involved with the stadium since its opening in 2012 and understand that fans desire really great quality facilities to help make their visit a day to remember,” Heineken UK’s category and trade marketing director, Andrew Turner, said. “To support this, we'll be able to offer our leading beer and cider portfolio, but also undertake the significant logistics to ensure that great visitor experience.”