Brewing company AB InBev has joined with the International Olympic Committee (IOC) to become a Worldwide Olympic Partner until 2028. AB InBev’s Corona Cero alcohol-free beer will also be the global beer sponsor of the Olympic Games.
Announcing the partnership last week, 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 [The Olympic Partner] programme, which brings together some of the world’s leading companies with a shared vision of supporting sport to build a better world.”
The collaboration comes as AB InBev looks to continue its work on responsible alcohol consumption by platforming its Corona Cero beer. Alongside the Olympic Games sponsorship, it also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement.
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.”