ICC signs new deal with AB InBev

The International Cricket Council (ICC) have announced a new partnership with global brewer, AB InBev. The deal will see AB InBev join as the Official Beer Partner of all major ICC events starting from 2026 and will include AB InBev’s brand Budweiser 0.0, Budweiser’s no-alcohol beer in India and other brands in Europe and Africa. AB InBev will host fan activations at the tournaments with their products like the Budweiser 0.0 being present at the stadiums.

The agreement will cover major ICC men’s and women’s events till the end of 2027 including the ICC Men’s T20 World Cup 2026 in India & Sri Lanka, the ICC Women’s T20 World Cup 2026 in the UK, the inaugural ICC Women’s Champions Trophy 2027 in Sri Lanka, the ICC World Test Championship Final 2027 in England and the ICC Men’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia.

Sanjog Gupta, CEO, ICC, said,

“Cricket is one of the world’s most loved sports with more than two billion fans and ICC events are its largest platforms for passion, while AB InBev has been at the forefront of creating experiential activations to grow and deepen fandom. This partnership is a natural alliance between organizations striving to elevate moments, create memories and deliver experiences via innovation in avenues for fan engagement. We welcome AB InBev to the ICC’s august list of commercial partners and look forward to co-delivering multi-modal event experiences across our tournaments and amplifying excitement for the sport around the world.”

Marcel Marcondes, Global Chief Marketing Officer of AB InBev, added,

“Cricket is one of the world’s most popular and fastest-growing sports, and we are excited to connect with fans on this mega platform. Beer is the beverage for socialization and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”