Corona Cero will be the global beer sponsor of
the Olympic Games
AB InBev’s partnership creates step change
opportunity for the beer industry
The International Olympic Committee (IOC) today announced that
AB InBev (Brussel:ABI) (BMV:ANB) (JSE:ANH) (NYSE:BUD), the world’s
leading brewer, will become a Worldwide Olympic Partner (TOP
Partner) through 2028. Corona Cero zero alcohol beer will be the
global beer sponsor of the Olympic Games, highlighting the IOC and
AB InBev’s commitment to responsible consumption and building a
better world. Together, they will reach billions of Olympic fans
around the world with messages of connection, moderation and
celebration.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240112957702/en/
Corona Cero will be the global beer
sponsor of the Olympic Games (Graphic: Business Wire)
IOC President Thomas Bach said: “The IOC is delighted to
announce its new partnership with the world’s leading brewer, AB
InBev. Our organisations share a vision of supporting sport and
athletes. As a global brand, Corona Cero will engage fans around
the world in celebrating the magic of the Olympic Games and
cheering for the athletes’ sporting achievements. In line with
Olympic Agenda 2020+5, both of our organisations are also actively
contributing to the UN Sustainable Development Goals. As the IOC
redistributes 90 per cent of all its revenue to support sport
around the world, ultimately the revenue from this agreement will
support every Olympic team and their athletes. Together we look
forward to creating a future with more cheers!”
AB InBev CEO Michel Doukeris said: “Beer and sports are better
together, so we are proud to be the first beer sponsor for the
Olympics at the Worldwide Olympic Partner level. Beer is the
beverage of moderation and choice, and so it’s only fitting to lead
with Corona Cero, for this occasion. This partnership illustrates
the opportunity for our category to positively impact and engage
with billions of fans around the world, ushering in a new era of
Olympic spirit as we cheer for our favorite national teams and
athletes as they go for gold. We look forward to activating at the
2024, 2026, and 2028 games.”
With centuries of brewing history, AB InBev has seen countless
new friendships, connections, and experiences built on a shared
love of sport and beer. Sports is a strong force for positive
change and AB InBev brands are pleased to be a part of that legacy
with decades of historic, award-winning and responsible sports
marketing. AB InBev is committed to accelerating continued progress
toward responsible alcohol consumption and moderation worldwide and
will work to further that effort by featuring Corona Cero, its fast
growing zero alcohol beer brand, as the leading global Worldwide
Olympic Partner brand.
AB InBev Chief Marketing Officer, Marcel Marcondes said: “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 and highlight moderation. In the United States we will
support the Olympics through the Olympic and Paralympic Games LA
2028 with Michelob ULTRA, a superior light beer that celebrates an
active lifestyle.”
Jiri Kejval, Chair of the IOC Revenues and Commercial
Partnerships Commission, said: “AB InBev manages some of the
world’s most recognised brands. The company will be a natural
addition to the TOP programme, which brings together some of the
world’s leading companies with a shared vision of supporting sport
to build a better world.”
The agreement also includes marketing rights for the
International Paralympic Committee (IPC) and the Paralympic Games
through the IOC-IPC long-term collaboration agreement.
About The International Olympic Committee
The International Olympic Committee is a not-for-profit
independent international organisation made up of volunteers, which
is committed to building a better world through sport. It
redistributes more than 90 per cent of its income to the wider
sporting movement, which means that every day the equivalent of USD
4.25 million goes to help athletes and sports organisations at all
levels around the world.
About Anheuser-Busch InBev
About Anheuser-Busch InBev (AB InBev) Anheuser-Busch InBev (AB
InBev) is a publicly traded company (Euronext: ABI) based in
Leuven, Belgium, with secondary listings on the Mexico (MEXBOL:
ANB) and South Africa (JSE: ANH) stock exchanges and with American
Depositary Receipts on the New York Stock Exchange (NYSE: BUD). As
a company, we dream big to create a future with more cheers. We are
always looking to serve up new ways to meet life’s moments, move
our industry forward and make a meaningful impact in the world. We
are committed to building great brands that stand the test of time
and to brewing the best beers using the finest ingredients. Our
diverse portfolio of well over 500 beer brands includes global
brands Budweiser®, Corona®, Stella Artois® and Michelob Ultra®;
multi-country brands Beck’s®, Hoegaarden®, and Leffe® ; and local
champions such as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®,
Castle®, Castle Lite®, Cristal®, Harbin®, Jupiler®, Modelo
Especial®, Quilmes®, Victoria®, Sedrin®, and Skol®. Our brewing
heritage dates back more than 600 years, spanning continents and
generations. From our European roots at the Den Hoorn brewery in
Leuven, Belgium. To the pioneering spirit of the Anheuser & Co
brewery in St. Louis, US. To the creation of the Castle Brewery in
South Africa during the Johannesburg gold rush. To Bohemia, the
first brewery in Brazil. Geographically diversified with a balanced
exposure to developed and developing markets, we leverage the
collective strengths of approximately 167,000 colleagues based in
nearly 50 countries worldwide. For 2022, AB InBev’s reported
revenue was 57.8 billion USD (excluding JVs and associates)
AB InBev is contributing to the UN Sustainable Development Goals
and broader global sustainable development agenda while building
resilient supply chains, productive communities and a healthier
environment. We have placed a deliberate focus on contributing
progress toward the goals where we can use our scale and
partnerships to drive meaningful positive change. Learn more at
https://www.ab-inbev.com/sustainability/2025-sustainability-goals/
Broadcast quality footage
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To request archive photos and footage, please contact our Images
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View source
version on businesswire.com: https://www.businesswire.com/news/home/20240112957702/en/
For more information, please contact the IOC Media Relations
Team:
Tel: +41 21 621 60 00, email: pressoffice@olympic.org, or
visit our web site at www.IOC.org AB InBev Media Relations
Team: E-mail: media.relations@ab-inbev.com
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