2012 chiefs to halt £60m sponsor deal with drinks giant

My Account
Logout

Create an Evening Standard Account

Use your social network

Save time by using your existing account to sign in to Evening Standard

We'll never share your information or post anything to your account without your permission

Welcome! Sign in here

Use your social network

Save time by using your existing account to sign in to Evening Standard

We'll never share your information or post anything to your account without your permission

Forgot your password ?

Registration

* indicates fields that are mandatory

Email *

Password *

Confirm Password *

First name *

Surname *

Postcode *

Country *

Mobile phone number

Username *

Gender *

Year of birth *

When you sign up...

You will have access to all our online competitions, discounted offers and can post comments on our site.

You will also receive The Weekender newsletter sent every Thursday - it’s full of fantastic offers and ideas for the weekend. You can update your email preferences in your account page when you log in.

Other newsletters and emails

Homes & Property Newsletter - Yes I want to receive the weekly email with all the latest news on property in the capital

Occasionally we would also like to send you relevant emails detailing specific offers either from ourselves or carefully selected partners. If you would prefer not to receive these then please tick the appropriate boxes below. We will never pass on your details.

I do not want to receive additional offers and information from the Evening Standard

I do not want to receive additional offers and information sent by Evening Standard on behalf of carefully selected partners

Terms and Conditions

* I have read, understood and agree to be bound by the terms and conditions of Evening Standard

Registration

Mail Sent for Registration Confirmation.

A confirmation email has been sent. Please activate your account by clicking on the activation link sent in your mail box.

The firm - whose brands include Guinness, Johnnie Walker whisky, Smirnoff Ice and fruit schnapps Archers - have been in talks with 2012 organisers to become a commercial partner.

However, it is thought Games chiefs have been nervous about a high-profile association - however lucrative - particularly with some of Britain's leading alcopop brands aimed at young drinkers. They fear this would be at odds with Government claims that the London Olympics would deliver lasting benefits to the nation's youth.

The 2012 organising committee Locog is likely to opt to for a much lower-profile deal worth at least £20 million instead. Separate official 2012 beer and wine brands are likely to be signed up next year in the lower-tier categories which offer much more modest marketing rights than "tier-one" companies already signed up such as adidas, BA, BT, EDF Energy and Lloyds TSB. Such blue chip firms are entitled to use the London 2012 logo and Olympic rings in media campaigns and have first refusal on hospitality opportunities in the Olympic Park.

An industry source said: "Olympics people know they have to tread carefully in the alcohol sponsorship sector because of current climate."

Locog confirmed it has been in talks with Diageo but says it has not committed to a tier-one alcohol category. It is likely to build into any alcohol sponsorship deal a commitment from the firm to run a responsible drinking campaign.

Campaign groups and MPs have demanded that the ban on tobacco advertising in sport introduced in the 1990s be applied to alcohol. Their opposition to such deals has been stoked by a rise in alcohol-related health problems and social disorder.

Diageo said in a statement: "As the world's leading premium drinks business, sponsorship plays a significant role in our marketing activities. We look at opportunities all the time, many of which we don't pursue, so as a rule do not comment on speculation. We announce those deals we do sign at a time which is most advantageous for our brand."

A spokeswoman for Locog said: "We have never launched a tier one drinks category, and have never said we will. We are reviewing our strategy around any alcohol partners but have made no decisions."