AB InBev is a company with hundreds of years of tradition in the brewing industry, and has witnessed many friendships, connections and experiences that have been created through the love of sport and beer. In its ongoing commitment to promote these values, it has become a TOP Partner until 2028, alongside the International Olympic Committee. In addition, its non-alcoholic beer brand, Corona Cero, will be the global beer sponsor for the Olympic Games, highlighting its shared commitment to responsible consumption.
“The IOC is pleased to announce its new partnership with the world’s leading brewer, AB InBev.”
said IOC President Thomas Bach. “Our organizations share a vision to support sport and athletes. As a global brand, Corona Cero will engage fans around the world to celebrate the magic of the Olympic Games and cheer on athletes’ sporting achievements. In line with the Olympic Agenda 2020+5, both organizations also actively contribute to the United Nations Sustainable Development Goals. As the IOC redistributes 90 percent of all its revenues to support sport around the world, ultimately, the proceeds from this agreement will support all Olympic teams and their athletes. Together, we look forward to creating a future with more joy!”
Michel Doukeris, CEO of AB InBev, said that beer and sports are a perfect match, so they are proud to be the first beer sponsor of the Olympic Games as a Worldwide Olympic Partner. He also pointed out that beer is a moderate and elegant beverage, which is why they have decided to initiate this partnership with Corona Cero. He also highlighted that this alliance will allow his category to have a positive impact and reach billions of fans around the world, ushering in a new era of Olympic spirit as they support their favorite teams and athletes in their quest for the gold medal. Finally, he mentioned that they have plans to activate this partnership for the next Olympic Games, including 2024, 2026 and 2028.
AB InBev’s brands have a long history of award-winning and responsible marketing in the sports arena. They are excited to reach millions of Olympic fans around the world with messages that promote connection, moderation and celebration. They have also pledged to continue to move towards responsible drinking and promote moderation around the world.
“As we continue to invest to grow the category, we are excited to bring our beer brands to the Olympic Games and be a global partner for these incredible events,” said AB InBev chief marketing officer Marcel Marcondes.
“Corona is one of our fastest growing global brands, reaching consumers in 180 countries, and through this partnership, we expect Corona Cero to accelerate the growth of non-alcoholic beer and highlight moderation. In the United States, we will support the Olympic Games through the Los Angeles 2028 Olympic and Paralympic Games with Michelob ULTRA, a superior light beer that celebrates an active lifestyle.”
