Corona Cero to continue as global beer sponsor of the Olympic Games
The International Olympic Committee (IOC) announced today that AB InBev, the world’s leading brewer, will extend our Worldwide Olympic Partnership (TOP Partnership) through to 2032. The IOC and AB InBev first announced the global TOP Partnership in January 2024 with an agreement until the Olympic Games Los Angeles 2028. We will now extend for an additional Olympic cycle, including both the Olympic Winter Games French Alps 2030 and the Olympic Games Brisbane 2032.
IOC President Thomas
Bach said: “We are raising a toast to already agreeing together with AB InBev to
extend our Partnership until 2032. After experiencing their first Olympic Games
as a Worldwide Olympic Partner in Paris last summer, the AB InBev team impressed
us – and delighted fans across the world – with amazing celebrations of the Olympic
Games through their Corona Cero marketing campaigns. This was achieved in record
time, since the Partnership was formalised only six months before the Opening Ceremony.
Therefore we are delighted that, following the success of Paris 2024, we are extending
this Partnership and our work together with AB InBev as far as Brisbane 2032.”
AB InBev CEO Michel Doukeris said: “The Olympic Games Paris 2024 demonstrated the global importance and reach of the Olympic Games and solidified what we already knew, and that is that beer and sports are better together. We are pleased to extend our relationship with the International Olympic Committee until 2032, and plan to continue activating the beer category to positively engage sports fans while helping to create a future with more cheers.”
Sport is a strong
force for positive change, and AB InBev brands have a long history of award-winning
and responsible sports marketing. During the Olympic Games Paris 2024, Corona Cero
reached Olympic fans of legal drinking age around the world with messages of connection,
moderation and celebration. Together with the IOC, AB InBev highlighted a shared
commitment to responsible consumption.
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 our “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 recognized
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, said: “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.
