The International Olympic Committee (IOC) has signed a multi-year partnership agreement with Belgian drinks conglomerate Anheuser-Busch InBev (AB InBev). The partnership is scheduled to run until 2028.
Joining as an Official Partner, AB InBev will see its alcohol-free offering “Corona Cero” partner the Olympic Games till 2028 (Paris 2024, Milano-Cortina Winter Olympic Games 2026, and Los Angeles 2028), while its light-beer offering “Michelob Ultra” will support the Los Angeles 2028 event.
The IOC’s partnership with the International Paralympic Committee (IPC) will see AB InBev hold marketing rights for the Paralympics until 2028 as well.
Jiri Kejval, Commission Chair — Revenues and Commercial Partnerships, IOC, said:
“AB InBev manages some of the world’s most recognized brands. The company will be a natural addition to the TOP program, which brings together some of the world’s leading companies with a shared vision of supporting sport to build a better world.“
Marcel Marcondes, Chief Marketing Officer, AB InBev, commented:
“As we continue to invest to grow the category, we are excited to bring our beer brands to the Olympics and be a Worldwide Partner for these amazing events. Corona is one of our fastest-growing global brands, reaching consumers across 180 countries, and through this partnership, we expect Corona Cero to accelerate no-alcohol beer growth.“
Michel Doukeris, Chief Executive, AB InBev, added:
“Corona is the most global brand that we have in the company, and this is a global partnership. Corona today is available in over 180 countries worldwide and therefore it only makes sense for us to go with the brand that has the highest reach globally.“
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