AB InBev: The Official Global Beer Partner of the Olympics
AB InBev makes history as the inaugural global beer sponsor of the Olympics, securing top-level partnership The esteemed collaboration will be steered by the non-alcoholic Corona Cero brand, marking an exciting milestone for both AB InBev and the Olympic Games
AB InBev has secured the position of the Olympics' first beer sponsor at the worldwide partner level, with a focus on its non-alcoholic beer, Corona Cero.
Corona Cero will hold the official beer sponsorship for the Olympic Games until 2028, encompassing the upcoming summer games in Paris, the Milan 2026 winter games, and the LA summer games in 2028. The agreement also grants marketing rights for the Paralympic Games.
This is the first time that a beer brand has become a global partner sponsor of the games, marking a significant shift for the beer industry. The Olympics Partners (TOP) programme is the highest level of Olympics sponsorship, with AB InBev now joining the ranks of Coca-Cola, Visa, and P&G.
AB InBev has chosen Corona Cero as the brand to lead the partnership, showcasing the importance of "moderation".
"We anticipate that this partnership will help accelerate the growth of non-alcoholic beer with Corona Cero, and also emphasize the significance of moderation," explains Marcel Marcondes, CMO of AB InBev.
AB InBev, the owner of popular brands like Budweiser, Stella Artois, Beck's, and Corona, has reported significant growth in its non-alcoholic version of Corona. CEO Michel Doukeris has emphasized the company's dedication to promoting responsible and moderate consumption.
"We are honored to be the inaugural beer sponsor for the Olympics at the Worldwide Olympic Partner level," he states. "Beer pairs perfectly with sports, and we are thrilled to lead with Corona Cero, a beverage of moderation and choice, for this momentous occasion. AB InBev has a strong history of sports sponsorship, having been the official beer sponsor of the FIFA Women's World Cup last year and upholding this role for the men's tournament in 2026."
The brewer has been in collaboration with FIFA for nearly 40 years. The partnership faced controversy in 2022 during the World Cup held in Qatar. A sudden decision resulted in a ban on alcohol in the stadiums, leading Budweiser, the exclusive beer seller, to only offer Bud Zero at the venues.
