News & Views

Olympic Preview Part 5: English Fans Upset About Price Of Beer At Games

Heineken official beer of 2012 OlympicsFirst, the London Olympic Organizing Committee (LOCOG) snubbed a number of British breweries by selecting Heineken as the official beer sponsor of London 2012. Heineken will thus be the only lager sold in the Olympic Park.

Now, the beverage prices have been released. Hopefully, you won't be too thirsty if you choose to attend the Olympics at the end of July. 

A pint of Heineken will cost you more than $11, or about twice as much as in a typical London pub.

A bottle of Coca Cola---another official sponsor---will cost about $4.

Fans in the British capital are outspoken in their criticism of the "price gouging."   

A tweet complained that the price was a "shocker," while another advised others "to bring your credit card with you."

Still others complained that the Olympic Games, an event featuring extremely healthy and fit athletes, should not be sponsored by beer, soda and fast food companies. It is estimated that 14 million fast food meals will be served at 40 locations around Greater London, during the Games. 

By the way, the price of a beer in most major league parks costs around $6.

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Bruce has traveled the world, both working for and covering a wide array of the sports world’s greatest events. Below is a sampling of the level of experience and perspective he brings to ifollosports.com.

OLYMPIC GAMES:  
Munich 1972, Montreal 1976, Los Angeles 1984, Barcelona 1992, Atlanta 1996, Sydney 2000, Salt Lake City 2002, Beijing 2008     
*Editor of the Official Report of the 1984 Olympic Games

PAN AMERICAN GAMES:   
Caracas 1983, Indianapolis 1987, Havana 1991, Mar del Plata 1995, Winnipeg 1999



WORLD UNIVERSITY GAMES:   
Zagreb 1987, Duisberg 1989, Sheffield 1991, Buffalo 1993, Fukuoka 1995, Sicily 1997, Palma de Mallorca 1999 

USA TRACK AND FIELD:     
World Championships (Helsinki 1983), World Junior Championships (Athens 1986), World Cup (Rome 1981), World Cup (Havana 1992), Pan American Junior Championships (Barqisimeto 1982, Orlando 1986)  Editor of USATF annual calendar project (1980-1991) and Cross Country handbook (1979-1991) 

WORLD BASEBALL CLASSIC: 
World Baseball Classics in 2006 and 2009.

ASSOCIATED PRESS     
Correspondent covering the Los Angeles Lakers and UCLA Bruins basketball, track and field, and swimming 1977-1989
  

A California native, Bruce is a 
graduate of UCLA and resides in Venice Beach.

 

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