LONDON: The world's biggest alcoholic drinks vendor, Diageo, is hoping to sponsor the London 2012 Olympic Games and is reported to be in talks with the event's commercial director, Chris Townsend.

UK-headquartered Diageo, which owns the Smirnoff vodka and Guinness brands among many others, is looking to join three top-tier partners already signed up: Lloyds TSB, EDF Energy and Adidas.

The booze behemoth's track record in sports sponsorship includes the Vodafone McLaren Mercedes F1 team through its Johnnie Walker whisky brand.

However, Diageo and the London Organising Committee of the Olympic and Paralympic Games remain zip-lipped about negotiations.

Data sourced from Brand Republic (UK); additional content by WARC staff