The International Cricket Council (ICC) has announced a partnership with Belgian multinational beverage giant AB InBev.
AB InBev will thus serve as the Official Beer Partner of all major ICC tournaments from 2026 onwards. The partnership will focus on AB InBev’s non-alcoholic offering Budweiser 0.0 in India, while activating other brands in Europe and Africa. AB InBev will host fan activations at the tournaments, with its products showcased in-stadium at each game.
The ICC–AB InBev partnership is set to cover the following tournaments organised by the world cricket–governing body: the 2026 Men’s and Women’s T20 World Cups, the 2027 Women’s Champions Trophy, the 2027 World Test Championship Final, and the 2027 Men’s Cricket World Cup.
On the partnership, ICC CEO Sanjog Gupta 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.”
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