Holland Heineken House finds home at Sochi 2014 after deal extended
Wednesday, 24 July 2013
July 24 - Leading beer manufacturer Heineken have renewed their deal to be the home base for Dutch athletes and their families, media, sponsors and fans during the Winter Olympics in Sochi 2014 and the Summer Games at Rio 2016, it was announced today.
Holland Heineken House is one of the best known of the hospitality venues that are set-up during the Olympics, and Sochi 2014 will be the 12th time it has operated since it made its debut at Barcelona in 1992.
Today's announcement ends speculation that Holland Heineken House would not be operational during Sochi 2014 because of the problems of finding a suitable venue.
But Heineken, which has been brewed in the Netherlands since 1873, and the Dutch Olympic Committee*Dutch Sports Federation (NOC*NSF) revealed that they have now found a location on the edge of the Olympic Park in Sochi.
To mark the renewal of the partnership occasion of this extension, the iconic tulip logo - the highly recognisable symbol of Holland Heineken House - has been redesigned.
"We win a lot with sports," said Gerard Dielessen, managing director NOC*NSF.
"And we definitely will win during the Olympic and Paralympic Games at Sochi 2014 and in Rio in 2016.
"That is why I am delighted to be able to extend our successful partnership between Heineken and NOC*NSF through to 2016.
"We will be delighted to welcome, together with Heineken, all Dutch athletes and guests at the Holland Heineken House, both in Sochi and in Rio.
"This is excellent news for our athletes, our fans and everyone that wishes well for our teams."
During London 2012 Holland Heineken House was located in Alexandra Palace.
This will be the fourth consecutive Winter Olympics that the centre has operated, having first been set-up at Salt Lake City in 2002, when it was based at the clubhouse of the West Ridge Golf Course.
At Vancouver in 2010 Holland Heineken House was located in Minoru Arenas in Richmond, a suburb of the Canadian city and normally the home to the junior league ice hockey team, the Richmond Sockeyes.
"As a proud Dutch brewer I am delighted that we will be able to offer the fantastic Holland Heineken House experience again during the Sochi Olympic Games," said Philip de Ridder, managing director of Heineken Netherlands
"This has become a tradition appreciated by many: 'the house' is firmly part of our Heineken roots now, it has become a 'home away from home' for many during the Games.
"Our standards when selecting a location are very high, we do not want to settle just anywhere, so being able to land a good spot is not always a given.
"With the support of our team at Heineken Russia, we have managed to find a location adjacent to the Olympic Park, what more could we wish for.
"And being able to at the same time extend the contract with NOC*NSF until Rio 2016 is a great result.
"The natural fit between NOC*NSF and Heineken is perfectly symbolised by the more prominent role the Olympic Rings have been given in our new logo."
The Holland Heineken House in Sochi will encompass several facilities, such as restaurant areas, reception rooms for sponsors, rooms for athletes, media-facilities, an information desk and facilities for NOC*NSF.
"The Holland Heineken House is something to be proud of," said Bram Westenbrink, marketing director for Heineken Netherlands.
"It not only is a statement of what our brand stands for, but is also provides a platform for Dutch pride - the very special 'Orange Spirit' that has made us famous well beyond our national borders.
"In Sochi we aim to take the "Orange Spirit" even closer to our visitors.
"We have come up with some innovative concepts that we will be showcasing soon by way of a virtual tour of the Holland Heineken House."
April 2012: Virtual tour allows fans inside Holland Heineken House before it opens
February 2011: London 2012 defend decision to choose Dutch brewer over best of British
February 2011: Heineken set to be next London 2012 sponsor
December 2010: The future's bright, the future's orange for Ally Pally