USA: AB InBev unveiled as second sponsor for FIFA Club World Cup

Global drinks heavyweight Anheuser-Busch InBev (AB InBev) announced on November 25 it has expanded its commercial tie-up with global soccer’s governing body FIFA to cover the revamped 2025 Club World Cup (CWC) competition.

AB InBev – most commonly known as a beer brewing giant – becomes the second commercial partner to sign up for the next edition of the expanded club tournament, which will contain 32 teams (up from seven previously) and will be held across the US in mid-2025.

The brewing firm now becomes the official beer partner of the CWC, through its various brands, having been a sponsor of the national teams’ FIFA World Cup since 1986. Indeed, its World Cup sponsorship deal was last extended in June 2023 (despite significant issues at the Qatar 2022 tournament), in a deal valued by GlobalData Sport as being worth $80 million through 2026.

This deal will involve various assets designed to enhance the fan experience during the tournament, such as AB InBev presenting the 'Player of the Match' award after each game.

In terms of specific AB InBev brands involved, Michelob Ultra and Budweiser will lead the partnership, alongside “local brands in select markets.”

Up until a Hisense tie-up (also an expansion of an existing arrangement) was unveiled late last month, FIFA had no sponsors (or indeed broadcast partners) on board for the 32-team CWC, which is less than seven months away but which has proved extremely controversial with many of soccer’s major stakeholders.

25 November, 2024