The International Olympic Committee (IOC) and Anheuser-Busch InBev (AB InBev), the world’s leading brewer, have solidified their commitment to global sports by announcing a significant extension of their Worldwide Olympic Partnership (TOP Partnership) through 2032.
This multi-Games agreement, building on their initial partnership, ensures AB InBev will remain the exclusive global beer sponsor for the next four Olympic and Paralympic Games.
The renewed partnership encompasses the Winter Games Milano Cortina 2026, the Summer Games Los Angeles 2028, the Winter Games in the French Alps 2030, and the Summer Games Brisbane 2032. This extension underscores the robust synergy between the two organizations, focusing on celebrating athletic excellence and fostering moments of global connection.
Central to this collaboration is AB InBev’s commitment to responsible consumption. Corona Cero, the brand’s popular non-alcoholic beverage, will continue to be the flagship representative of the partnership, promoting mindful enjoyment and inclusivity. In the United States, Michelob ULTRA will take the lead in supporting the Olympic and Paralympic Games, catering to the American audience.
Commenting on the extended partnership, IOC President Thomas Bach said, “We are raising a toast to already agreeing together with AB InBev to extend our Partnership until 2032. After experiencing their first Olympic Games as a Worldwide Olympic Partner in Paris last summer, the AB InBev team impressed us – and delighted fans across the world – with amazing celebrations of the Olympic Games through their Corona Cero marketing campaigns. This was achieved in record time since the Partnership was formalised only six months before the Opening Ceremony. Therefore we are delighted that, following the success of Paris 2024, we are extending this Partnership and our work together with AB InBev as far as Brisbane 2032.”
AB InBev CEO Michel Doukeris added, “The Olympic Games Paris 2024 demonstrated the global importance and reach of the Olympic Games and solidified what we already knew, and that is that beer and sports are better together. We are pleased to extend our relationship with the International Olympic Committee until 2032, and plan to continue activating the beer category to positively engage sports fans while helping to create a future with more cheers.”
AB InBev Chief Marketing Officer Marcel Marcondes continued, “One thing that stands out about the Olympic Games is the fact that there are events taking place 24/7 with people all over the world watching. That’s what makes our no-alcohol beer, Corona Cero, such a perfect fit for this global celebration. By combining this fast-growing brand with our fresh perspective on the fan experience, we deliver more choices for those moments that deserve a beer. We look forward to bringing more golden moments to the next four Olympic Games.”
Jiří Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, concluded, “AB InBev is the world’s leading brewer and has demonstrated what a fantastic addition it is to the TOP Programme over the past year. The extension of our agreement is great news for the Olympic Movement.”
The TOP Programme, the highest level of Olympic sponsorship, grants exclusive global marketing rights to select leading companies. This extended agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games, reinforcing the commitment to inclusivity and accessibility within the Olympic Movement.