No Holland Heineken House at the Olympics in Tokyo

17 March 2020

For the first time since 1992, there will be no Holland Heineken House at the Olympic Games in Tokyo. The Dutch Olympic Committee (NOC*NSF) took this decision given the consequences of the spread of the coronavirus.

The Olympic Games are expected to take place, but NOC*NSF will still scale down the operation, said Gerard Dielessen, general director of the NOC*NSF. "Organizing a Holland Heineken House is now impossible. Investments are needed that involve too much risk."

During the recent Olympics, the Holland Heineken House was the place where medal winners were honored in presence of their Dutch fans; celebrations that were of course visible through the media.

The Dutch Institute for Alcohol Policy STAP finds the fact that NOC*NSF took this decision about the Holland Heineken House good news. Wim van Dalen, director of STAP: "The reason NOC*NSF stops the Holland Heineken House has to do with the corona crisis, but it fits well into the National Prevention Agreement, made with Secretary of State Paul Blokhuis. In that context, it has been agreed that the link between sport and alcohol should be less obvious. This is a nice first step. Finally, in the Holland Heineken House our national sport heroes were unintentionally used as promoters of Heineken, visible by millions of young people."



Dutch Institute for Alcohol Policy STAP
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