Olympics taps first beer sponsor | LinkedIn (2024)

The focus on promoting non-alcoholic beer paved the way for this first-ever deal for International Olympic Committee – IOC in the beer category. Any deal that promotes "regular" beer would have been counter to the IOC's commitment to social responsibility and healthylifestyles.Interestingly, alcohol consumption appears to be in decline in some markets in the Western world as more people distance themselves from alcohol, or shift to non-alcoholic beer. This deal could help accelerate the decline - creating a cannibalistic effect for AB InBev as sales of alcohol-free beer replace those of regular beer. Nonetheless. a new sponsor category - non-alcoholic beer - has been created and IOC and other properties will say cheers to that.#sponsorshipmarketing #beer #partnershipmarketing #sportbusiness

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The International Olympic Committee has signed Anheuser-Busch InBev as the first beer brand in its sponsorship program. Zero-alcohol Corona Cero will be the global beer sponsor of the next three games, starting with Paris this summer. The deal comes as sales of no-alcohol beer are growing faster than their alcoholic counterparts, fueled by a trend toward wellness and moderation. Here's the latest from The Associated Press:

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We are thrilled to announce that AB InBev has entered into a monumental global partnership as the proud sponsors of the Olympics until 2028! 🎉🌍As we embark on this incredible journey, we are honored to support the spirit of unity, excellence, and camaraderie that the Olympic Games represent. 🤝🏆 Our commitment to fostering a global community aligns seamlessly with the Olympic values, making this partnership a perfect match. This collaboration symbolizes our dedication to bringing people together, transcending borders, and creating memorable experiences that last a lifetime. We are confident that the Olympic Games will continue to inspire, motivate, and uplift individuals across the globe, just as our diverse portfolio of beverages does.To a Future With More Cheers! 🍻🍻#ABInBev #FutureWithMoreCheers #Olympics #Paris2024#MilanoCortina2026 #LA2028

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We’re proud to announce we are a Worldwide International Olympic Committee – IOC Partner through 2028! Our fast growing zero-alcohol beer brand, Corona Cero, will be the official global beer sponsor of the Olympic games. Together with the International Olympic Committee – IOC, Corona Cero will champion responsible consumption, and enhance the magic and celebration of the Olympic experience for fans everywhere. Read more: https://lnkd.in/eaPJF3Fa#FutureWithMoreCheers #Olympics #Paris2024 #MilanoCortina2026 #LA2028

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📣 We are proud to announce that AB InBev has become a Worldwide Olympic Partner through to 2028. Corona Cero zero-alcohol beer will be the global beer sponsor of the Olympic Games, highlighting the IOC’s and AB in Bev’s commitment to responsible consumption and building a better world. Together, we will reach billions of Olympic fans around the world with messages of connection, moderation and celebration. Find out more here: https://lnkd.in/eDQjEkix#Olympics #FutureWithMoreCheers #Paris2024 #MilanoCortina2026 #LA2028

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Anheuser-Busch InBevhas signed on as the first globalbeersponsor of the Olympic Games and Paralympic Games through 2028. However, there’s a plot twist: Corona Cero 0.0% beer will be the breakout star.Read more on Adweek.

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When it comes to sports sponsorships it seems to me that Anheuser-Busch has learned a few lessons from the last World Cup and plans to continue to concentrate on building its non-alcoholic brands - the #olympics2024 deal would indicate that anyway. 🍺 🏅 #alcoholindustry #paris2024 #marketing #sportssponsorship

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There may be no greater symbol of Dreaming Big than becoming an Olympian and going for gold. Today, I’m pleased to announce that AB InBev will be a Worldwide Olympic Partner through 2028 — a first for any beer company, at this scale.Our partnership with the International Olympic Committee – IOC is a part of a long line of powerful sports partnerships. Like AB InBev, the Olympic Games have an important shared mission and values about bringing people together.We look forward to enhancing the celebration of the Olympic experience for fans everywhere with the beers they know and love. Corona Cero will be the official beer sponsor of the Olympic games and I look forward to raising a toast to the athletes and fans who continue to Dream Big to Create a Future with More Cheers!#FutureWithMoreCheers #Olympics #Paris2024 #MilanoCortina2026 #LA2028

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