AB InBev, the world’s leading brewer, has extended its nearly 40-year partnership with FIFA to include the FIFA Club World Cup 2025 taking place in the US from 15 June to 13 July.
AB InBev is also a sponsor of FIFA World Cup 2026, which will be jointly hosted by 16 cities across Canada, Mexico and the US.
The brewer said the expanded partnership reinforces its megabrand and mega platform strategy by connecting beer with global events that consumers love. Megabrands Budweiser and Michelob ULTRA will lead the partnership complemented with local brands in select markets.
“AB InBev has been an iconic sponsor of our events for almost 40 years, and today we are excited to see them come on board as a partner of the new FIFA Club World Cup.” FIFA president Gianni Infantino said.
“We are embarking on a journey that will redefine club football and create a new global tournament. With AB InBev’s brands, we are creating unforgettable moments for football fans around the world.”
Michel Doukeris, AB InBev chief executive, said: “This partnership with the FIFA Club World Cup continues our legacy of bringing beer and sports together for fans around the world, creating more moments of celebration and cheers. We look forward to activating this first-of-its-kind tournament next summer in partnership with FIFA.”
The upcoming FIFA Club World Cup 2025 will gather 32 of the world’s best football clubs for a month-long celebration across 11 US host cities. As part of the multi-faceted agreement, AB InBev will create unique brand experiences across participating countries, and deliver the ‘Player of the Match Award’.
Jo Taylorson
