IOC sportsbiz
January 15, 2024
The International Olympic Committee (IOC) announced that AB InBev, the world’s leading brewer, will become a Worldwide Olympic Partner (TOP Partner) through to 2028.
Corona Cero zero-alcohol beer will be the global beer sponsor of the Olympic Games, highlighting the IOC and AB InBev’s commitment to responsible consumption and building a better world. Together, they will reach billions of Olympic fans around the world with messages of connection, moderation and celebration.
IOC President Thomas Bach said: “The IOC is delighted to announce its new partnership with the world’s leading brewer, AB InBev. 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 per cent 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!”
AB InBev CEO Michel Doukeris said: “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. 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.”
With centuries of brewing history, AB InBev has seen countless new friendships, connections and experiences built on a shared love of sport and beer. Sport is a strong force for positive change, and AB InBev brands are pleased to be a part of that legacy with decades of historic, award-winning and responsible sports marketing. AB InBev is committed to accelerating continued progress towards responsible alcohol consumption and moderation worldwide and will work to further that effort by featuring Corona Cero, its fast-growing zero-alcohol beer brand, as the leading global Worldwide Olympic Partner brand.
Both AB InBev and the IOC are committed to creating a better world for the athletes, fans and consumers around the world by actively contributing to the UN Sustainable Development Goals. Sustainability is important to the AB InBev business because brewing great beer depends on a healthy, natural environment and thriving communities.
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.”
Jiri Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, said: “AB InBev manages some of the world’s most recognised brands. The company will be a natural addition to the TOP programme, which brings together some of the world’s leading companies with a shared vision of supporting sport to build a better world.”
The agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement.
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