AB InBev has secured a deal for its non-alcoholic Corona Cero brand to be the global beer sponsor of the Olympic Games through 2028.
The agreement, made with the International Olympic Committee (IOC), the global governing body for the Olympic Games, will encompass the upcoming three editions of the event – Paris 2024, Los Angeles 2028 (LA28), and the 2026 Milano-Cortina Winter Olympic Games.
AB InBev is set to become a global Olympic partner within the TOP (The Olympic Partners) program, the highest tier of Olympic sponsorship. The undisclosed-sum agreement represents the IOC’s first TOP partnership with an alcohol brand.
While Corona Cero will take the lead in global sponsorship, in the United States, AB InBev’s Michelob Ultra light beer brand will also sponsor the events of the Los Angeles Olympics and Paralympics.
Michelob Ultra holds a prominent position in the United States due to Constellation Brands having the rights to import and sell Corona in the country.
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.”
The majority of global beer conglomerates derive the majority of their sales from traditional brews, yet most of these major companies are actively seeking to increase the sales of their non-alcoholic alternatives. In 2022, AB InBev disclosed its anticipation that 20% of Budweiser’s sales would be alcohol-free by 2025.
As part of the collaboration between the IOC and the International Paralympic Committee (IPC), the AB InBev partnership will encompass marketing rights for IPC events through 2028.
Jiri Kejval, the IOC’s revenues and commercial partnerships commission chair, said, “AB InBev manages some of the world’s most recognised brands. 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.”
The Olympic Games has never formed a global partnership with a beer brand, primarily because of internal regulations discouraging the promotion of brands perceived as unhealthy. As a result, the global focus of the partnership revolves around Corona Cero, a non-alcoholic option, while the U.S. aspect centers on Michelob Ultra, known for its low-calorie content.
At the launch of the partnership, AB InBev CEO Michel Doukeris emphasized that the deal centers on Corona, citing it as the brand with “the highest reach.”
He stated, “Corona is the most global brand that we have in the company, and this is a global partnership. 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 coincided with the revelation that Michelob Ultra would serve as the exclusive sponsor of the US Olympic Team through 2028.
Continue Exploring: Unilever named official sponsor of UEFA EURO 2024, bringing favourite brands to the pitch
