IOC agrees to partnership with AB InBev through to 2028 Olympics
The International Olympic Committee (IOC), the governing body of the global Olympic Games, has announced a significant multi-year collaboration with the renowned global drinks conglomerate, Anheuser-Busch InBev (AB InBev).
This partnership entails AB InBev – through its alcohol-free brand, Corona Cero – becoming a global partner for the Olympic Games until 2028. This alliance will extend across the next three editions of the prestigious event: Paris 2024, Los Angeles 2028 (LA28) and the 2026 Milano-Cortina Winter Olympic Games.
AB InBev’s participation as a worldwide Olympic partner positions the company within the TOP (The Olympic Partners) program, the highest echelon of Olympic sponsorship. This marks the IOC’s inaugural TOP collaboration with an alcohol brand.
Corona Cero, the zero-percent variant of the iconic beer, will spearhead the global partnership, while in the United States, AB InBev’s Michelob Ultra light beer brand will specifically support the Los Angeles Games.
“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,” said Marcel Marcondes, Chief Marketing Officer at AB InBev.
“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.”
The IOC’s collaboration with the International Paralympic Committee (IPC) will also grant AB InBev marketing rights for IPC events until 2028.
Jiri Kejval, Chair of the IOC’s Revenues and Commercial Partnerships Commission, also commented on the partnership.
Welcome to the family 🍻
Corona Cero zero-alcohol beer will be the global beer sponsor of the @Olympics, highlighting the IOC & AB InBev’s commitment to responsible consumption & building a better world.
The world’s leading brewer is a Worldwide Olympic Partner through to 2028. pic.twitter.com/X5YBMZcxJG
— AUS Olympic Team (@AUSOlympicTeam) January 13, 2024
“AB InBev manages some of the world’s most recognised brands,” Kejval said.
“The company will be a natural addition to the TOP program, which brings together some of the world’s leading companies with a shared vision of supporting sport to build a better world.”
This marks a historic moment for the Olympic Games, as it represents the first global partnership with a beer brand. The focus on Corona Cero globally aligns with internal regulations against the promotion of unhealthy brands. Simultaneously, the partnership will spotlight Michelob Ultra in the US, as AB InBev is precluded from promoting Corona due to Constellation Brands holding the rights to import and sell the beer in the country.
Despite the unique challenges, AB InBev’s CEO, Michel Doukeris, emphasised that the global emphasis will primarily revolve around Corona due to its extensive global reach.
“Corona is the most global brand that we have in the company, and this is a global partnership,” Doukeris explained.
“Corona today is available in over 180 countries worldwide and therefore it only makes sense for us to go with the brand that has the highest reach globally.”
The announcement coincides with the revelation that AB InBev’s Michelob Ultra brand is also entering a partnership with the US Olympic Team until 2028. Michelob Ultra will serve as the exclusive beer sponsor for the team during this period, extending its partnership to include the entire Olympic Games in Los Angeles.
The distinguished IOC TOP partners include Airbnb, Alibaba, Allianz, Atos, Bridgestone, Coca-Cola, Deloitte, Intel, Omega, Panasonic, P&G, Samsung, Toyota and Visa.
