AB InBev named Olympics first global beer partner

The parent company of Corona, Budweiser and Stella Artois, AB InBev, has become the Olympic’s first beer sponsor.

As a result of the partnership, Corona Cero will be the official beer sponsor of the Olympic Games until 2028.

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The deal, which has been described as a “step change opportunity for the beer industry”, will span three Olympic games including the Paris 2024, Milan 2026 Winter Games, and the LA Summer Games in 2028.

According to the brewer, the sponsorship will reach billions of Olympic fans around the world with messages of “connection, moderation and celebration.”

AB InBev Chief Marketing Officer, Marcel Marcondes said: “As we continue to invest to grow the category, we are excited to bring our beer brands to the Olympics and be a Worldwide Partner for these amazing events.

“Corona is one of our fastest growing global brands, reaching consumers across 180 countries, and through this partnership, we expect Corona Cero to accelerate no-alcohol beer growth and highlight moderation.”

AB InBev CEO Michel Doukeris added: “Beer and sports are better together, so we are proud to be the first beer sponsor for the Olympics at the Worldwide Olympic Partner level.

“Beer is the beverage of moderation and choice, and so it’s only fitting to lead with Corona Cero, for this occasion”.

The agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement.

The news comes as last year, Budweiser was named the official beer for the 2023 FIFA Women’s World Cup, which featured a VOD, social, digital and OOH promotion to coincide with the tournament.