Sport Industry

IOC and AB InBev announce worldwide Olympic partnership

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The International Olympic Committee has announced that AB InBev will become a ‘Worldwide Olympic Partner’ through to 2028.

Corona Cero zero-alcohol beer will be the global beer sponsor of the Olympic Games.

“The IOC is delighted to announce its new partnership with the world’s leading brewer, AB InBev,” said IOC President Thomas Bach. “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% 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!”

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The agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement.

“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,” said AB InBev CEO Michel Doukeris. “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.”

AB InBev Chief Marketing Officer Marcel Marcondes said: “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.”

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