International Olympic Committee announces landmark partnership with AB InBev

Through this deal, AB InBev has become a 'Worldwide Olympic Partner' of the IOC until 2028.

The International Olympic Committee (IOC) has announced a sponsorship deal with AB InBev, the world’s leading brewer.

Through this deal, the brand has become a ‘Worldwide Olympic Partner’ of the IOC until 2028.

Furthermore, the Olympic Games will have Corona Cero as its global beer sponsor, demonstrating AB InBev and the IOC’s dedication to responsible consumption and creating a better world. In tandem, they will aim to showcase themes of unity, moderation, and celebration to billions of Olympic fans worldwide.

IOC President, Thomas Bach, said, “The IOC is delighted to announce its new partnership with the world’s leading brewer, AB InBev. Our organisations share a vision of supporting sport and athletes. As a global brand, Corona Cero will engage fans around the world in celebrating the magic of the Olympic Games and cheering for the athletes’ sporting achievements. In line with Olympic Agenda 2020+5, both of our organisations are actively contributing to the UN Sustainable Development Goals.

“As the IOC redistributes 90 per cent of all its revenue to support sport around the world, ultimately the revenue from this agreement will support every Olympic team and their athletes. Together, we look forward to creating a future with more cheers!”

AB InBev, CEO, Michel Doukeris, commented, “Beer and sports are better together, so we are proud to be the first beer sponsor for the Olympics at the Worldwide Olympic Partner level. Beer is the beverage of moderation and choice, and so it’s only fitting to lead with our fast-growing zero-alcohol beer, Corona Cero, for this occasion. This partnership illustrates the opportunity for our category to positively impact and engage with billions of fans around the world, ushering in a new era of Olympic spirit and cheers while supporting favourite countries and athletes as they go for gold. We look forward to partnering with the IOC, and activating at the 2024, 2026 and 2028 Games.”

With generations of brewing experience, AB InBev has witnessed innumerable fresh interactions, relationships, and experiences based on a mutual appreciation of beer and sports.

As the top international Olympic Partner brand, Corona Cero, AB InBev’s rapidly expanding zero-alcohol beer brand, will help to enhance the company’s commitment to speeding global progress towards moderation and responsible alcohol consumption.

Additionally, InBev and the IOC are dedicated to advancing the UN Sustainable Development Goals to improve the world for athletes, supporters, and customers worldwide. Since producing outstanding beer requires a healthy, natural environment as well as vibrant communities, sustainability is vital to AB InBev’s business.

AB InBev, Chief Marketing Officer, Marcel Marcondes, stated, “As we continue to invest to grow the category, we are excited to bring our beer brands to the Olympics and be a Worldwide Partner for these amazing events. Corona is one of our fastest-growing global brands, reaching consumers across 180 countries, and through this partnership, we expect Corona Cero to accelerate no-alcohol beer growth and moderation for fans all over the world. In the United States, we will support the Olympics through the Olympic and Paralympic Games LA 2028 with Michelob ULTRA, a superior light beer that celebrates an active lifestyle.”

Jiri Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, said, “AB InBev manages some of the world’s most recognised brands. The company will be a natural addition to the TOP programme, which brings together some of the world’s leading companies with a shared vision of supporting sport to build a better world.”

Under the long-term partnership between the IOC and the International Paralympic Committee (IPC), the deal also covers marketing rights for the Paralympic Games and the IPC.

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