The International Olympic Committee (IOC) and Anheuser-Busch InBev, the world’s leading brewer, have extended its top-tier sponsorship agreement through to 2032.
The IOC and AB InBev first announced their global TOP Partnership in January 2024 with an agreement until the Olympic Games Los Angeles 2028. The parties will now extend for an additional Olympic cycle, including both the Olympic Winter Games French Alps 2030 and the Olympic Games Brisbane 2032.
The value of the deal was not disclosed at the time, though the IOC has said some of its sponsors pay more than $300 million to be in the TOP program for a four-year commercial cycle.
No-alcohol beer Corona Cero will continue as the global beer sponsor of the Olympic Games, highlighting the IOC and AB InBev’s commitment to responsible consumption and creating a future with more cheers. In the United States, AB InBev will support the Olympic and Paralympic Games through to Brisbane 2032 with Michelob ULTRA, a superior light beer that celebrates an active lifestyle.
For the Olympic Games Paris 2024, AB InBev activated Corona Cero with its “For Every Golden Moment” platform, inviting the world to get outside and reconnect with nature and each other. Corona Cero delivered triple-digit volume growth in Q3 2024, and Corona was recognised by Kantar’s BrandZ 2024 global rankings as the most valuable beer brand in the world.
AB InBev chief marketing officer Marcel Marcondes said: “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. By combining this fast-growing brand with our fresh perspective on the fan experience, we deliver more choices for those moments that deserve a beer. We look forward to bringing more golden moments to the next four Olympic Games.”
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 agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement.
