AB InBev An International Olympic Worldwide Partner Announcement

AB InBev Joins Forces with the International Olympic Committee as a Worldwide Partner
Posted: January 12, 2024

Historic Partnership Between AB InBev and IOC for Olympic Sponsorship In a landmark agreement, AB InBev, renowned for its extensive brewing history, has proudly become a Worldwide Olympic Partner (TOP Partner) through 2028. This collaboration with the International Olympic Committee (IOC) also highlights the designation of AB InBev’s zero-alcohol beer, Corona Cero, as the global beer sponsor of the Olympic Games. This sponsorship underscores a mutual dedication to responsible consumption.

IOC Welcomes AB InBev’s Commitment to Sport and Sustainability IOC President Thomas Bach expressed his enthusiasm about the partnership with AB InBev, the world’s leading brewer. He emphasized the shared values of supporting sports, athletes, and sustainable development. Corona Cero, as a global brand, is set to engage fans worldwide in the Olympic spirit while contributing to the UN Sustainable Development Goals. Bach highlighted that the revenue from this partnership will aid Olympic teams and athletes globally.

AB InBev’s Vision for Beer and Sports Michel Doukeris, CEO of AB InBev, shared his excitement about becoming the first beer sponsor at the Worldwide Olympic Partner level. He underlined beer as a beverage of moderation and choice, making Corona Cero an ideal representative for this occasion. Doukeris expressed eagerness to connect with billions of Olympic fans, celebrating the Olympic spirit and supporting athletes in their quest for gold. The partnership will be active during the 2024, 2026, and 2028 Olympic Games.

Promoting Positive Change and Responsible Consumption AB InBev, with a history of responsible sports marketing, is set to reach billions of Olympic fans, promoting connection, moderation, and celebration. The company is dedicated to furthering responsible alcohol consumption and moderation globally.

Expanding Olympic Engagement Through AB InBev Brands Marcel Marcondes, Chief Marketing Officer at AB InBev, shared plans to grow the beer category by bringing their brands to the Olympics. The partnership aims to boost the growth of Corona Cero and emphasize moderation. In the United States, the Olympic and Paralympic Games LA 2028 will be supported by Michelob ULTRA, a light beer aligned with an active lifestyle.