AB InBev extends global sponsorship of FIFA’s flagship events through 2026

AB InBev, the world’s leading brewer, has extended its nearly 40-year partnership with FIFA as the official beer sponsor of the FIFA Women’s World Cup 2023 and the FIFA World Cup 2026.

The FIFA Women’s World Cup will make its debut in the southern hemisphere in Australia and Aotearoa New Zealand next month, with 32 teams also taking part in the competition for the first time. The FIFA World Cup 2026, meanwhile, will be the first to be hosted by three countries, with 48 participating teams and 104 matches in 16 cities across Canada, Mexico and the US.

“FIFA World Cup tournaments are the most popular sporting events in the world. We are deeply connected to the fans and to football all over the world, which is why we’re excited about extending the relationship with FIFA,” said Marcel Marcondes, chief marketing officer, AB InBev.

“Cheering and celebrating over a beer is a part of the experience for billions of football fans. We’re proud to continue offering new, meaningful ways to engage with fans and give unrivalled, immersive experiences that connect them to the sport that they love.”

Romy Gai, FIFA chief business officer, added: “We are proud to renew this successful partnership, which will undoubtedly reach new heights in 2023 and 2026. As one of our longest-standing sponsors, AB InBev’s investment will benefit the game, as well as football development all over the world, while bringing creativity and excitement to the experience that football fans will have during our most iconic tournaments.”