INTERNATIONAL CRICKET COUNCIL (ICC) has announced global brewer AB InBev as the official beer partner for all major ICC tournaments starting in 2026.
The partnership will be driven by Budweiser 0.0 in India, with additional AB InBev brands activating across Europe and Africa.
The agreement spans all ICC men’s and women’s events through 2027, including the ICC Men’s T20 World Cup 2026 in India and Sri Lanka, the ICC Women’s T20 World Cup 2026 in the United Kingdom, the inaugural ICC Women’s Champions Trophy 2027 in Sri Lanka, the ICC World Test Championship Final 2027, and the ICC Men’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia.
ICC CEO Sanjog Gupta said, “Cricket is one of the world’s most loved sports with more than two billion fans and ICC events are its largest platforms for passion, while AB InBev has been at the forefront of creating experiential activations to grow and deepen fandom. This partnership is a natural alliance between organizations striving to elevate moments, create memories and deliver experiences via innovation in avenues for fan engagement. We welcome AB InBev to the ICC’s august list of commercial partners and look forward to co-delivering multi-modal event experiences across our tournaments and amplifying excitement for the sport around the world.”
AB InBev global chief marketing officer Marcel Marcondes added, “Cricket is one of the world’s most popular and fastest-growing sports, and we are excited to connect with fans on this mega platform. Beer is the beverage for socialization and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”
