World: AB InBev becomes International Olympic Committee’s worldwide partner until 2028

The International Olympic Committee has named AB InBev as its worldwide partner until 2028, following the news that Asahi pulled out of its Paris sponsorship deal due to Russia’s presence at the games, The Drinks Business reported on January 15.

Belgian multinational brewer AB InBev announced on Friday, January 12 that its alcohol-free brand Corona Cero will be the global beer sponsor of the Olympic Games.

Its new global sponsorship deal, the first of its kind, will see the brewing giant activate at the 2024, 2026, and 2028 Olympic games.

AB InBev CEO Michel Doukeris said of the new deal: “Beer is the beverage of moderation and choice, and so it’s fitting to lead with Corona Cero, for this occasion.”

French law prohibits the sale or distribution of alcohol in stadiums, and the organisers of the Paris Olympics have not applied for an exemption. However, the same rule does not apply to VIP hospitality at events, meaning alcohol can still be served in those areas.

As part of the announcement AB InBev also revealed that its Michelob Ultra beer (3.5% ABV) will support the Olympics through the Olympic and Paralympic Games LA 2028.

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

The news of AB InBev’s partnership with the International Olympic Committee follows an announcement by Asahi last month that it would be pulling its sponsorship of the Paris games.

Pilsner Urquell, which is the official partner of the Czech Olympic Committee, withdrew from all communications and sponsorship material related to the 2024 Olympics. This decision was reportedly due to the International Olympic Committee (IOC) choosing to allow Russian and Belarusian athletes to compete in the sporting event.

Asahi released a statement entitled “Pilsner Urquell does not want to support the Olympic Games in Paris under current conditions. It will send money to Czech athletes”, due to the context of the Russia-Ukraine war.

Speaking about the decision, Pilsner Urquell marketing manager Zuzana Dudová explained that Asahi’s current contract with the Czech Olympic Committee obliges the company to financial performance — a commitment it intends to fulfil. However, she explained, “we have decided not to use the money for the upcoming Olympic Games, but for the support of Czech athletes”.

AB InBev has been contacted by the drinks business for comment.

15 January, 2024