AB InBev extends its Olympic partnership until 2032
The International Olympic Committee (IOC) has revealed that AB InBev will extend its Worldwide Olympic Partnership through to 2032. The post AB InBev extends its Olympic partnership until 2032 appeared first on The Drinks Business.
The International Olympic Committee (IOC) has revealed that AB InBev will extend its Worldwide Olympic Partnership through to 2032.
The IOC and AB InBev first announced their global TOP Partnership in January 2024 with an agreement set to last until the Olympic Games Los Angeles 2028. Last summer, AB InBev additionally opened Golden Beach in Paris to the public, giving Olympic Games attendees a chance to become acquainted with its Corona Cero brand.
Now, the parties will extend their deal to also include both the Olympic Winter Games French Alps 2030 and the Olympic Games Brisbane 2032.
Speaking about the new agreement, IOC president Thomas Bach said: “We are raising a toast to already agreeing together with ABInBev 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 Ceromarketing 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.”
AB InBev CEO Michel Doukeris explained: “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.”
No-alcohol beer Corona Cero will continue as the global beer sponsor of the Olympic Games. In the US, AB InBev will support the Olympic and Paralympic Games through to Brisbane 2032 with the light lager brand Michelob Ultra.
For the Olympic Games Paris 2024, AB InBev kicked off its marketing for Corona Cero with its “For Every Golden Moment” campaign, inviting the world to get outside and reconnect with nature and each other.
AB InBev chief marketing officer Marcel Marcondes pointed out that “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”.
Jiří Kejval, chair of the IOC Revenues and Commercial Partnerships Commission added: “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.”
The deal also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement.
The IOC and AB InBev first announced their global TOP Partnership in January 2024 with an agreement set to last until the Olympic Games Los Angeles 2028. Last summer, AB InBev additionally opened Golden Beach in Paris to the public, giving Olympic Games attendees a chance to become acquainted with its Corona Cero brand.
Now, the parties will extend their deal to also include both the Olympic Winter Games French Alps 2030 and the Olympic Games Brisbane 2032.
Speaking about the new agreement, IOC president Thomas Bach said: “We are raising a toast to already agreeing together with ABInBev 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 Ceromarketing 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.”
AB InBev CEO Michel Doukeris explained: “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.”
No-alcohol beer Corona Cero will continue as the global beer sponsor of the Olympic Games. In the US, AB InBev will support the Olympic and Paralympic Games through to Brisbane 2032 with the light lager brand Michelob Ultra.
For the Olympic Games Paris 2024, AB InBev kicked off its marketing for Corona Cero with its “For Every Golden Moment” campaign, inviting the world to get outside and reconnect with nature and each other.
AB InBev chief marketing officer Marcel Marcondes pointed out that “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”.
Jiří Kejval, chair of the IOC Revenues and Commercial Partnerships Commission added: “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.”
The deal also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement. 
