ATHENS 2004
OLYMPIC GAMES
Heineken
What were the differences between grand sponsor,
official supporter and official supplier sponsorships?
The ATHENS 2004 Sponsoring Programme offered Sponsors the
opportunity to make use of this unique business opportunity.
The National Sponsoring Programme is divided into three
Sponsorship levels: Grand Sponsor, Official Supporter and Official
ATHENS 2004
GRAND SPONSOR
Athenian Brewery and Heineken were a Grand National Sponsor
of the Athens 2004 Olympic Games. Promoting this event was a
continuous planning and implementation process. Through
exclusive media and product selling rights -in Olympic venues
and Olympic promotions- Heineken was able to communicate its
sponsorship.
For Athenian Brewery, this sponsorship was about supporting the
country as the Games return to their birthplace, but it was also
PAGE 42
about positioning the brand at the centre of this global celebration.
Some questions answered about this unique sponsorship.
