Belgian brewery AB InBev announced late last week that alcohol-free beer brand Corona Cero will be a top-tier ‘worldwide Olympic partner’ for this year’s Olympic Games, which will be held in Paris.
“Beer and sports are better together,” said AB InBev CEO, Michel Doukeris, as he named Corona Cero as the first ever global beer sponsor for the games at this level, joining Coca-Cola, Visa and P&G.
Doukeris went on to describe beer as the “beverage of moderation and choice”, which may be pushing it in more general terms, but makes sense from an alcohol-free perspective. There’s certainly no doubt that choosing an alcohol-free brand is a smart choice from both AB InBev and the International Olympic Committee (IOC) as they look to champion responsible alcohol consumption and promote health-conscious choices.
The partnership – which includes the upcoming Paris games, the 2026 winter games in Milan and the LA summer games in 2028 – will put lead brand Corona Cero in front of billions of fans around the world.
But what do marketers make of one of the biggest sponsorship announcements of recent years?
A watershed moment
Interbrand senior strategy director Sam Ashken described the move as a “watershed moment”, both for AB InBev and the Olympics, and an “iconic move” for a brewing company.
“The Olympics essentially cater to two key audiences – active sport practitioners who see 0% brands like Corona Cero as a meaningful option, and the audience, who might see traditional alcoholic beverages, when drank in moderation, as being a companion to the viewing experience,” he explains.
“The world is changing when it comes to alcoholic drinks and AB InBev are responding. The Olympics is an opportunity for them to build their 0% brands, and maybe also an opportunity to promote a wider ‘in moderation’ message when it comes to their wider portfolio.
“There will be those who argue that this sponsorship is not in keeping with the Olympics brand, but that’s simplistic. Alcohol sponsorships are very much part of other sporting events. Some might say that the Olympics brand is in part about purity and a healthy mind in a healthy body, in a way that’s not so true of the World Cup for example.
“But really the Olympics is about the athletes, and the world coming together to celebrate their achievements. Drinks, both 0% and with alcohol in moderation, have a role when people come together. The Olympics motto after all is ‘Faster, Higher, Stronger – Together.’”
Alcohol-free is more than just a replacement
Dark Horses CSO Matt Readman starts off by looking at why the deal has happened in the first place, pointing out that one of the reasons the IOC likes to depoliticise The Games is that it believes it protects commercial sponsors.
“Ironically in this case, it was a seemingly apolitical act (allowing Russian and Belarusian athletes to compete as neutrals) that lost them Asahi and Pilsner Urquell. As we outline in our recent report, Sport in Times of Crisis, over the next decade we will see continued geopolitical and socio-political disruption.
We expect to see more sponsors take a stand and be more vocal on the issues that matter to them, and our report helps brands understand how they can navigate this tricky issue.
“On the decision to choose Corona Cero, this makes total sense for Paris 2024 as France has a strict ban on alcohol advertising. For LA 2028 Michelob Ultra will take over, so we need to be careful we don’t prematurely predict the end of alcohol sponsorship.
“Having said that, non-alcoholic beer is a very good fit with sport and fitness. Some alcohol-free beer holds isotonic properties (the same stuff you get in sports drinks) so it’s not just about removing alcohol, it actually has a positive effect on performance and recovery. In the future we expect to see alcohol-free beer marketed as a valuable drink in its own right, not just a replacement option.”
The icing on the (beer) cake
“This will be an unqualified success, you can bet your house on it,” agrees Iconic CEO and founder James Kirkham.
“We’re led to believe the opportunity arose after Asahi pulled out due to Russian involvement, but the cold reality I think is the world is already looking elsewhere. Asahi’s move might be the right thing to do, and might have gained plaudits and moral high ground two years ago, but much of the watching world – sadly – has now moved on. Eyes are on Israel, and will be further distracted this year with widespread elections and plenty more global upheaval.
“The Olympics, much like the Euros, will be an excuse for brands to leverage much needed joy and escapism. The games will be the icing on the cake for fans enjoying back-to-back ‘moments’ this warm European summer following as it does almost directly on from the Euros in Germany.
“The geography, the time zones, the literal locations in the heart and power houses of central Europe will make for an Olympics as vibrant and exciting as any. And fans want it. Audiences need it. And consumers will leap in with gusto.
“AB InBev also has the pedigree to market the moment and make it an unqualified success. The solitary ‘‘Well this is awkward” tweet following last year’s last-minute decision to ban alcohol in Qatar’s stadiums is an example of the company’s skill, accomplished tone and speed even in the face of adversity or controversy.”
The power of a global platform
“Over the past 24 months, we have seen a surge of changes in the sponsorship landscape and in particular, what messages brands are looking to promote at the heart of sports and entertainment partnerships,” muses Ingenuity’s managing partner for brand partnerships, Chris Wilson.
“The term ‘purpose’ has been used significantly across the media and advertising industry in the last year and it can be seen within the core focus of the AB InBev marketing strategy. We’ve also recorded a number of ‘alcohol-free’ partnerships, as younger demographics are known to be drinking less and are more wellbeing centric.
“Brand owners like AB InBev create a wonderful opportunity for NPD products to be launched and forcing change in a category without losing on any global sales. It is also a way to cross-promote a wide range of their products based on fan data and customer behaviour. By partnering with the largest sporting event globally, they not only get the scale of the global audience, but the platform to promote a variety of messages.”
A rare opportunity
“Olympic sponsorship is a rare opportunity for brands to reach a global audience of highly engaged viewers with one partnership,” says Zappi president Ryan Barry.
“It’s perfect for AB InBev as it marries with its ‘smart drinking’ agenda and its global push of the Corona Cero brand. And it’s a unique opportunity for retribution following the disaster of the World Cup sponsorship in Qatar, when days before the event started Qatar banned sales of alcohol at the event.
“By getting in early, AB InBev can maximise all aspects of this sponsorship which will have a significant positive impact on global awareness of its no-alcohol and alcohol brands.”
