The Olympics welcomes its inaugural global beer sponsor
Anheuser-Busch InBev, the brewer of Bud Light, is set to make history as the first global beer sponsor for the next three Olympic and Paralympic games Adding to the excitement, their non-alcoholic brand will be leading the way
Anheuser-Busch InBev, the brewer of Bud Light, will be the first beer sponsor for the next three Olympics and Paralympic Games, featuring a non-alcoholic brand. Instead of promoting an existing beer, the company announced that non-alcoholic Corona Cero beer will be promoted globally to emphasize responsible consumption to billions of Olympic fans worldwide. This will demonstrate the company's commitment to connection, moderation, and celebration in partnership with the International Olympic Committee.
The financial details of the sponsorship were not disclosed. The agreement will include the upcoming Summer Games in Paris, the Milan Winter Games in 2026, and the 2028 Summer Games in Los Angeles, marking the first Summer Olympics in the US in approximately thirty years.
Previously, the Olympics did not have a global beer sponsorship, although local organizing committees had previously partnered with beer brands. For example, Asahi Breweries was the official beer of the 2020 Summer Games in Tokyo, which were postponed to 2021 due to the Covid-19 pandemic.
"We are proud to be the first beer sponsor for the Olympics at the Worldwide Olympic Partner level," stated AB InBev CEO Michel Doukeris, emphasizing the strong connection between beer and sports.
In recent years, the global sales of non-alcoholic beer have seen a significant increase as more drinkers opt for moderation in alcohol consumption. According to IWSR Drinks Market Analysis, sales of no and low products are projected to grow by 31% this year in 10 major markets, including Spain, Germany and the US.
Corona Cero, which was launched in 2022, is not available for purchase in the US because international distribution and sales of the Mexican lager in Europe are managed by AB InBev. However, Constellation Brands, the maker of Modelo, is responsible for the beer's distribution in the US and Mexico. (In the US, a similar beer called Corona Non-Alcoholic is sold).
"We are constantly attuned to consumer behavior and are a consumer-focused organization," explained AB InBev CMO Marcel Marcondes to CNN. "We observe the growing trend towards non-alcoholic options driven by consumers, and we also recognize that beer is typically the beverage of choice for sports enthusiasts."
Corona was selected because it is the most widely recognized brand in the company and this partnership is a global one," Doukeris explained to CNN. "It makes sense for us to choose a brand with the highest global reach."
Additionally, AB InBev's Michelob Ultra has been named the "exclusive beer sponsor" for Team USA athletes through 2028 and will be the official beer of the LA 2028 Summer Games.
Budweiser terminated its sponsorship of Team USA athletes in 2017 after three decades. Michelob Ultra, a low-carb beer, is now a better fit as it caters to active individuals and frequently features well-known athletes in its advertisements.
This report includes contributions from George Ramsay of CNN.
