The International Olympic Committee (IOC) today announced that AB InBev, the world’s leading brewer, will become a Worldwide Olympic Partner (TOP Partner) through 2028. Corona Cero zero alcohol beer will be the global beer sponsor of the Olympic Games, highlighting the IOC and AB InBev’s commitment to responsible consumption and building a better world. Together, they will reach billions of Olympic fans around the world with messages of connection, moderation and celebration.
“The IOC is delighted to announce its new partnership with the world’s leading brewer, AB InBev," said IOC President Thomas Bach. "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. In line with Olympic Agenda 2020+5, both of our organisations are also actively contributing to the UN Sustainable Development Goals. As the IOC redistributes 90 per cent of all its revenue to support sport around the world, ultimately the revenue from this agreement will support every Olympic team and their athletes. Together we look forward to creating a future with more cheers!”
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.”
With centuries of brewing history, AB InBev has seen countless new friendships, connections, and experiences built on a shared love of sport and beer. Sports is a strong force for positive change and AB InBev brands are pleased to be a part of that legacy with decades of historic, award-winning and responsible sports marketing. AB InBev is committed to accelerating continued progress toward responsible alcohol consumption and moderation worldwide and will work to further that effort by featuring Corona Cero, its fast growing zero alcohol beer brand, as the leading global Worldwide Olympic Partner brand.
“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,” said AB InBev Chief Marketing Officer, Marcel Marcondes. “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. In the United States we will support the Olympics through the Olympic and Paralympic Games LA 2028 with Michelob ULTRA, a superior light beer that celebrates an active lifestyle.”
Jiri Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, said: “AB InBev manages some of the world’s most recognised brands. The company will be a natural addition to the TOP programme, which brings together some of the world’s leading companies with a shared vision of supporting sport to build a better world.” The agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement.
