Bosses at London brewery, Fuller’s are disappointed by a decision by London 2012 organisers not to make the brew the official sponsor.
Olympic organizers have instead chosen Dutch beer Heineken that will enjoy exclusive pouring rights at the London games.
The managing director of Fuller’s told the BBC: “Regardless of the decision [Olympic organisers] make, London Pride IS the beer of London and everyone at our brewery in Chiswick, West London is looking forward to welcoming the world to our home city in 2012.”
Paul Deighton, chief executive of the games’ organising committee, stood by the group’s decision, saying: “I can’t think of a better match, actually. We have here a British heritage with an international reach. That’s the Olympic Games.”
Heineken employs 2.500 people at their UK headquarters, based in Edinburgh, and already sponsors football’s UEFA Champions League and the Rugby World Cup.
Alexis Nasard, the chief commercial office of Heineken, said: “There are no bigger, global or more spectacular events than the Olympic Games and Paralympic Games.”
“We selected this opportunity as it fully reflects Heineken’s global brand position. It also provides a wonderful platform for the promotion of responsible drinking.”
Fuller’s remains the only family-owned brewery in London.
By Alex Harris Goldberg