Olympics brings on beer brewer AB InBev as global sponsor

The International Olympic Committee (IOC) signed brewer Anheuser-Busch InBev as a global sponsor on Friday. The brewer will market its non-alcoholic beer Corona Cero as the focus drink during the upcoming Olympic Games in Paris.

The partnership between AB InBev and the IOC will cover the upcoming Olympic Games in Paris, the Winter Games in Milan in 2026 and the Games in Los Angeles in 2028. The Paralympic Games are also included in the collaboration. 

"By marketing this beer, we are promoting responsible consumption, respect, excellence and friendship"

"We are delighted to announce this partnership," said Thomas Bach, President of the IOC. "The values of the Olympic movement are shared by AB InBev: it's about the fun of sport, but also about social responsibility. Both InBev and the IOC are committed to bringing people together and connecting them, and what better occasion to do that than the Olympic Games?"

The brewer deliberately chose a non-alcoholic drink as its sponsored brand. "Corona Cero is the fastest growing non-alcoholic beer in the world and the non-alcoholic beer market is growing faster than the overall alcohol market," said Michel Doukeris, CEO of AB InBev. 

"AB InBev and sport go hand in hand. By marketing this beer, we are promoting responsible consumption, respect, excellence and friendship," said Doukeris.

In addition to the IOC, the company is also sponsoring the US National Olympic Committee, it was announced on Friday. In the US, AB In Bev is highlighting its Michelob ULTRA beer, a light 4.2 per cent beer.

AB InBev says it is the only Belgian company to have made it to the IOC main sponsor list. The Belgian Olympic and Interfederal Committee can also expect support from the beer giant, Doukeris said on Friday. 

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