AB InBev has signed a four-year deal with the International Olympic Committee (IOC) to become a Worldwide Olympic Partner (TOP Partner), the highest level of Olympic sponsorship.
As a result, the brewing giant’s Corona Cero zero alcohol beer will be the global beer sponsor of three Olympic Games, starting with Paris this summer, and then the 2026 Winter Olympics in Milan and the 2028 Olympics in Los Angeles.
AB InBev CEO Michel Doukeris said: “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.
“This partnership illustrates the opportunity for our category to positively impact and engage with billions of fans around the world, ushering in a new era of Olympic spirit as we cheer for our favorite national teams and athletes as they go for gold. We look forward to activating at the 2024, 2026, and 2028 games.”
IOC President Thomas Bach added: “The IOC is delighted to announce its new partnership with the world’s leading brewer, AB InBev. Our organisations share a vision of supporting sport and athletes. As a global brand, Corona Cero will engage fans around the world in celebrating the magic of the Olympic Games and cheering for the athletes’ sporting achievements.”
The agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement.
