Belgian multinational AB InBev has been selected by the International Olympic Committee (IOC) to be a ‘Worldwide Olympic Partner’ through to 2028.
The sponsorship will be led by the brewer’s non-alcoholic Corona Cero brand, which will become the first official beer sponsor of the Olympic Games.
This partnership will be activated via a range of branding and placement opportunities at both the summer Olympic and Paralympic games over the coming four-year cycle.
“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 Corona Cero, for this occasion,” Ab InBev CEO, Michel Doukeris said.
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“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 as we cheer for our favourite national teams and athletes as they go for gold. We look forward to activating at the 2024, 2026, and 2028 games.”
AB InBev and the IOC’s decision to spotlight Corona Cero as the lead brand associated with the sponsorship is borne out of a desire by both organisations to champion responsible alcohol consumption and health-conscious choices.
IOC revenues and commercial partnerships commission chair, Jiri Kejval added: “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.”
