London – The International Olympic Committee (IOC) has made history by signing Anheuser-Busch InBev as its first-ever beer brand sponsor in the organization’s 40-year sponsorship program. The deal, announced on Friday, will see AB InBev’s zero-alcohol brand, Corona Cero, become the global beer sponsor of the Olympic Games for the next three Summer and Winter Games. The undisclosed value of the deal is expected to bring in substantial revenue for the IOC, which earns billions of dollars through its sponsorship program.
AB InBev, a Belgian brewing giant known for its popular brands such as Budweiser, Corona, Michelob, and Modelo, will hold the prestigious title for the upcoming Paris Olympics in July, followed by the 2026 Winter Games in northern Italy, and the highly anticipated Los Angeles Olympics in 2028.
The decision to bring on a beer brand as a global sponsor marks a significant departure from the IOC’s past partnerships, which have primarily focused on technology and logistics companies. The move reflects the changing landscape of the beverage industry, where non-alcoholic options have experienced significant growth in recent years. AB InBev’s foray into the non-alcoholic sector aligns with this trend as sales of non-alcoholic beer, wine, and spirits outpace their alcoholic counterparts, driven by health-conscious younger consumers and a general shift toward moderation.
Commenting on the sponsorship deal, AB InBev CEO Michel Doukeris emphasized the company’s commitment to responsible consumption. Doukeris stated, AB InBev and our brands support sports globally and celebrate the opportunities for people to come together because we all know that beer and sports go very well with the fans. He further highlighted that the presence of Corona Cero as the global beer sponsor of the Olympic Games and Michelob Ultra as the sponsor of the US team and the 2028 LA Olympics doesn’t conflict with their continued efforts to promote responsible consumption.
The sponsorship program, known as The Olympic Partner (TOP), has been a vital source of revenue for the IOC since its launch in 1985. While the exact value of the AB InBev deal remains undisclosed, the IOC has confirmed that some sponsors pay over $300 million for a four-year commercial cycle within the TOP program. The funds generated from the sponsorship program directly contribute to the success and growth of the Olympic Games.
Despite the IOC’s historical reluctance to form partnerships with alcohol brands due to concerns about conflicting with the organization’s mission and the spirit of Olympism, local organizers of previous Olympic Games have frequently entered into beer deals. For instance, Budweiser served as the international beer of the 2008 Beijing Olympics in China.
The inclusion of AB InBev as a global sponsor further diversifies the list of sponsors, which currently stands at a record 15. While sponsors do not have the privilege of displaying their names or slogans within Olympic stadiums and venues, they do enjoy exclusive worldwide rights to use Olympic branding in their own advertising and campaign activations.
The partnership with AB InBev represents a perfect match according to IOC President Thomas Bach. He expressed that the shared values between the organizations, including the joy of sports and the commitment to social responsibility, make the relationship ideal.
The sponsorship deal with AB InBev not only opens doors for new revenue streams but also reflects the evolving preferences and priorities of consumers globally. As the Olympic Games continue to captivate audiences around the world, this historic partnership with a beer brand generates excitement and anticipation for the upcoming Paris Olympics and beyond.
