The International Cricket Council (ICC) has struck a two-year global partnership with AB InBev, the multinational brewing company that owns Budweiser, Corona and Stella Artois.
The agreement establishes AB InBev as an official global partner across ICC events through 2027, adding a major FMCG player to cricket’s commercial roster.
Under the deal, which is first announced by SportsMint Media, Budweiser will serve as the lead brand for ICC events in India, while South Africa in 2027 will feature AB InBev’s locally preferred brands. The structure gives the brewer the flexibility to activate with market-relevant products while building a consistent global sports presence through cricket.
The partnership gives AB InBev a high-impact activation slate across ICC tournaments. Rights include studio integrations, out-of-home experiences, on-screen fan engagement windows and large-scale immersive fan environments at event venues. Fans will see Budweiser-driven stadium experiences, broadcast tie-ins, and a coordinated blend of digital and physical activations across the ICC’s entire event ecosystem.
ICC CEO, Sanjog Gupta, said, “Cricket is one of the world’s most loved sports with more than two billion fans and ICC events are its largest platforms for passion, while AB InBe has been at the forefront of creating experiential activations to grow and deepen fandom. This partnership is a natural alliance between organizations striving to elevate moments, create memories and deliver experiences via innovation in avenues for fan engagement. We welcome AB InBev to the ICC’s august list of commercial partners and look forward to co-delivering multi-modal event experiences across our tournaments and amplifying excitement for the sport around the world.”
Global Chief Marketing Officer of AB InBev, Marcel Marcondes, said, “Cricket is one of the world’s most popular and fastest-growing sports, and we are excited to connect with fans on this mega platform. Beer is the beverage for socialization and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”
The collaboration continues AB InBev’s strategy of leaning into global sport. The brewer has long invested in football and major global events, and cricket offers a rapidly expanding audience that skews young, diverse and highly engaged. For the ICC, the deal consolidates its sponsorship portfolio with one of the world’s biggest beverage groups ahead of a packed event cycle.
Senior leaders on both sides underlined the shared objective of elevating cricket’s in-stadium and at-home viewing experience. Their comments pointed to a partnership built not just on branding, but on creating fan-first environments across markets.
Commercially, the timing is sharp. ICC events have posted record viewership and attendance, and Budweiser’s brand equity in sport offers a ready-made platform for deeper fan engagement. Pairing the ICC’s global reach with AB InBev’s activation muscle ensures the partnership will be visible across continents.
Comparable beverage partnerships across sports, from Heineken in Formula 1 to Modelo in the UFC, have shown how integrated activations can lift content consumption and on-ground atmosphere. AB InBev is now positioning itself to deliver similar scale in cricket.
On the field, the partnership will run through events including the Champions Trophy, the 2026 ICC Men’s T20 World Cup and the 2027 ICC Cricket World Cup in South Africa. Each tournament offers extensive activation territory, from hospitality build-outs to studio-led storytelling segments.
The ICC’s agreement with AB InBev marks another step in cricket’s commercial expansion. With Budweiser set to anchor some of the sport’s biggest global stages, fans can expect a more immersive, interconnected event experience as the next ICC cycle unfolds.
