FIFA, AB InBev new sponsorship pact to cover events through 2026

The 2023 FIFA Women’s World Cup and the FIFA World Cup 2026 will have AB InBev as their official beer sponsor.

The international football governing body, FIFA has announced a sponsorship extension with a Belgian multinational drink and brewing company, AB InBev.

The 2023 FIFA Women’s World Cup and the FIFA World Cup 2026 will have AB InBev as their official beer sponsor, continuing a nearly 40-year relationship with FIFA. The global sponsorship arrangement upholds the beer brand’s category exclusivity for both men’s and women’s international football competitions.

Anheuser-Busch InBev, also known as AB InBev, is a global beverage giant with its headquarters in Belgium. With more than 600 beer brands distributed over 150 nations, it is the largest beer maker in the world in terms of both volume and income.

The two competitions will be historic firsts in sports history, giving the entity’s premier portfolio of brands fresh chances to delight fans all over the world.

The 2023 FIFA Women’s World Cup, which will feature 32 new teams, will make its debut in the southern hemisphere next month in Australia and Aotearoa New Zealand. The investment in the FIFA Women’s World Cup Australia & New Zealand 2023 is in line with the objectives of FIFA and AB InBev to advance women’s football on a worldwide scale.

The FIFA World Cup 2026 is to be held by three nations in Canada, Mexico, and the United States for the first time and will include 48 competing teams and 104 matches spread over 16 locations. 

Marcel Marcondes, Chief Marketing Officer at AB InBev, commented, “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. 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.”

FIFA, Chief Business Officer, Romy Gai, said, “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.”

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