The International Olympic Committee (IOC) has announced a partnership extension with global beverage giant Anheuser-Busch InBev (AB InBev), extending the TOP (The Olympic Partner) agreement until 2032.
The partnership, which was initially set to run until the end of the 2028 Los Angeles Olympic Games, will now also cover the 2030 Olympic Winter Games French Alps and the 2032 Olympic Games Brisbane.
AB InBev’s no-alcohol beer Corona Cero will continue acting as the Global Beer Sponsor of the Olympic Games, with the IOC and AB InBev continuing to promote the message of responsible consumption. The partnership will also see Michelob ULTRA, an AB InBev beer, sponsor the Olympic and Paralympic Games through to Brisbane 2032.
The partnership extension also includes marketing rights to the International Paralympic Committee (IPC) and the Paralympic Games.
Thomas Bach, President, IOC, said:
“We are raising a toast to already agreeing together with AB InBev to extend our Partnership until 2032. After experiencing their first Olympic Games as a Worldwide Olympic Partner in Paris last summer, the AB InBev team impressed us – and delighted fans across the world – with amazing celebrations of the Olympic Games through their Corona Cero marketing campaigns. This was achieved in record time, since the Partnership was formalised only six months before the Opening Ceremony. Therefore we are delighted that, following the success of Paris 2024, we are extending this Partnership and our work together with AB InBev as far as Brisbane 2032.“
Michel Doukeris, CEO, AB InBev, said:
“The Olympic Games Paris 2024 demonstrated the global importance and reach of the Olympic Games and solidified what we already knew, and that is that beer and sports are better together. We are pleased to extend our relationship with the International Olympic Committee until 2032, and plan to continue activating the beer category to positively engage sports fans while helping to create a future with more cheers.“
Marcel Marcondes, Chief Marketing Officer, AB InBev, added:
“One thing that stands out about the Olympic Games is the fact that there are events taking place 24/7 with people all over the world watching. That’s what makes our no-alcohol beer, Corona Cero, such a perfect fit for this global celebration. By combining this fast-growing brand with our fresh perspective on the fan experience, we deliver more choices for those moments that deserve a beer. We look forward to bringing more golden moments to the next four Olympic Games.“
Jirí Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, said:
“AB InBev is the world’s leading brewer and has demonstrated what a fantastic addition it is to the TOP Programme over the past year. The extension of our agreement is great news for the Olympic Movement.“
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