The Pilsner Urquell brand has been a proud partner of the Czech Olympic Team continuously since 2001 and cooperation will continue until 2024, with Pilsner Urquell currently listed as an official partner. “The values that unite Pilsner Urquell and the Czech Olympians are passion and a determination to succeed and persevere on the path to their goal. Just as the achievements of Czech athletes regularly bring fame to our nation, the craftsmanship of our brewers has inspired the whole world with golden lager for 175 years. We are therefore uniting two things that the Czech nation can rightly be proud of,” said Grant McKenzie, head of marketing for the Asahi brewery group for Europe, including Pilsner Urquell, when signing the contract.

Pilsner Urquell beer is one of the biggest attractions for visiting the Czech Houses at Olympic Games venues. Beer is tapped by professional barmen for tens of thousands of visitors from all over the world. At the Czech House in Korea, where almost 32,000 beers were tapped, a special virtual tour transported visitors directly to both the exterior and the interior of the brewery in Plzeň.

Pilsner Urquell has also been ensuring there’s a good atmosphere at Olympic Festivals since their inception in 2014. The Olympic House, which included a Pilsner Urquell Pub, was opened to the public for the first time ever as part of the Beijing Olympic Festival 2022.

Pilsner Urquell can be found at every official event of the Czech NOC.