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Why not have an official lager of the games and an official ale? Problem solved. :-)

Yes, it's a great pity that Fullers couldn't be a part of the London Games 2012...perhaps even along side Heineken. But it's always the same at big game events. I was lucky enough to go to the Barcelona Olympics and was amazed to see all the food you could eat was MacDonalds...somehow I hoped something Catalan/Castillian would make a presence.
It's all about money and we're lucky enough that these sponsers are helping so much with financing the games, but couldn't they just have one tent or so with traditional fayre from the host country?

Heineken *beer* did not become a sponsor of London2012, Heineken UK as a company did. Which means that not only Heineken beer, but also a whole score of other brands (a lot from former Scottish & Newcastle), most of which are produced in UK, will be represented.

Also, it is not reasonable to expect a medium-sized brewer to be able to pull off the kind of sponsorship participation large companies can... It's just financially impossible. And a sponsor of something so large as London2012 has to cover very large demand, but also entertain on a respectable level...

Funnily enough, Heineken UK co-owns the Courage brand, which is just as associated with London as Fullers will ever be. Geertcha!

Perhaps people will wake up and realise that actually the Olympics is all about big business, global sponsorship and brands and is has lost sight of the concept of "sportmanship". Listen to what Martin Sorrell of WPP says about Olympic events and how it stimulates the global advertising economy. Look at the monopoly stranglehold that VISA have exerted on ticket sales and purchases on the Olympic site. How about asking some questions about JetSet Sports and how they always get the corporate hospitality contract. This beer contract is just another example of how big business runs the olympics.

What I cannot understand is how olympics can have alcohol brand as sponsor. No one can be ignorant of it's damage to society and health. Why not have a Official Cigarette as well?

I know it's business and there are benefits but it just seems that the world is being devoured by huge organisations. It's about time there was more variety and less aggressive competition.
Sick to death of money being all that matters in this world. It's a rubbish world when all we see are huge moneyed companies taking everything over....Capitalism....rein it in....
Lets celebrate variety.