Interview with Hans Erik Tujit: inside Holland Heineken House

Event caught up with Hans Erik Tuijt, the global Heineken director of sponsorships at Heineken International, to find out more about the brand's Holland Heineken House at the Summer Olympic Games and other planned activations.

Hans Erik Tujit: the global Heineken director of sponsorships at Heineken International
Hans Erik Tujit: the global Heineken director of sponsorships at Heineken International

What is the concept behind Holland Heineken House and how will the Rio experience be different from previous ones? 

The Holland Heineken House was introduced during the Barcelona Olympic Games in 1992, when it was simply a tent in Barcelona Harbour transformed into a home away from home for the Dutch sports world – athletes, their friends and family, supporters, sponsors, politicians and media. Facilitated and organised by Heineken, the House continues to be the official, national house of the Netherlands and is hosted by the NOC*NSF (Netherlands Olympic Committee).

Since 1992, the House has grown to be the biggest national house during both the Summer and Winter Olympic Games, and a meeting place for Olympic fans from all over the world. The House has become one of the hottest tickets in town for a night out at the Olympic Games, due to excellent hospitality and top entertainment. It has become a byword for world class experience – featuring top global and Dutch DJs and celebrating Dutch athlete successes. Rio 2016 is the 13th time in succession Heineken and the NOC*NSF have brought the House to the Olympic Games.

What activations can consumers expect?

Located in Ipanema Leblon, the House will offer nearly 100,000 square feet of facilities and activities for fans searching for a festive environment to enjoy and celebrate the spirit of the Games. It’s not just the best night out at the Olympics. As well as a great party with medal winners in the evening, new this year the House will offer various restaurants and food vendors, swimming pool and beach volleyball court, sport trivia and competitions, clinics and boot camps with Dutch Olympians, and much more. There will be no better place in Rio to catch the Olympic action by day, and celebrate athlete successes into the night.

How does the concept of Holland House fit in with the rest of the Heineken portfolio of activities? 

The House complements our UEFA Champions League, Rugby World Cup and Formula One partnerships, by enabling us to augment fan experiences in memorable and unique ways.

What other activations will Heineken be running in the run-up to, during and after the Olympics?

We have some additional activities with NOC*NSF taking place in the Netherlands but the Heineken Holland House is our feature activation at this year’s Games.

How long in the planning was Holland Heineken House for Rio?

We’ve been working closely with the NOC*NSF and Rio 2016 on the plans for this year’s Holland Heineken House since the closing of our House in Sochi in February 2014.

How will Heineken’s partnership with the NOC*NSF translate into activations during the Olympics?

The Holland Heineken House is the feature activation of our partnership with the NOC*NSF. This is the 13th time in succession that we have partnered with them and facilitated the House at the Olympic Games, a project we are extremely passionate about and proud of. A large team of both NOC*NSF and Heineken employees, as well as many volunteers and professionals, work closely together at the House and ensure we celebrate Dutch medal successes and provide a world class experience for all our global guests.

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