The International Olympic Committee (IOC) has announced the extension of its partnership with AB InBev, the world’s leading brewing company, until 2032. This collaboration, initially formalized in January 2024, covers not only the Los Angeles 2028 Olympic Games but also the Winter Olympics in the French Alps in 2030 and the Brisbane 2032 Olympic Games. The non-alcoholic beer Corona Cero will continue as the global beer sponsor, reaffirming the shared commitment to responsible consumption and the celebration of sporting moments.

IOC President Thomas Bach expressed his satisfaction with the extension of the agreement, highlighting AB InBev’s success during the Paris 2024 Olympic Games. Meanwhile, AB InBev CEO Michel Doukeris emphasized the importance of this partnership in connecting with sports fans and promoting a more joyful future through sports and beer. The Corona Cero brand has proven to be a key pillar in the event’s marketing campaigns, achieving significant growth in sales volume and positioning itself as a popular choice among consumers.

A STRATEGIC PARTNERSHIP

The expansion of this collaboration not only benefits AB InBev and the IOC but also underscores the importance of sports as a driver of positive change. During the Paris 2024 Olympics, AB InBev launched the “For Every Golden Moment” platform, encouraging fans to reconnect with nature and each other. Through this approach, the brewing company aims to continue strengthening its beer category and providing memorable experiences for fans.

Additionally, the agreement includes marketing rights for the Paralympic Games through a collaboration with the International Paralympic Committee (IPC). This integration reinforces the commitment of both the IOC and AB InBev to an inclusive and responsible approach to sports, ensuring that the Olympic celebration is accessible and meaningful for all.