IOC extends partnership with AB InBev until 2032

The International Olympic Committee (IOC) has extended its partnership with AB InBev, the world's largest beer producer, until 2032. This agreement includes the non-alcoholic beer "Corona Cero" as a global sponsor for the Olympic Games. "Corona Cero," the alcohol-free version of the popular Mexican lager Corona, will continue its role as an Olympic partner, having first participated in the Paris 2024 Games. The IOC announced this extension on Monday, highlighting the beer's suitability for the global audience that follows the Olympics around the clock.

Initially set to last until 2028, the partnership now covers the Los Angeles 2028 Summer Games, the French Alps Winter Games in 2030, and the Brisbane 2032 Summer Games. Marcel Marcondes, AB InBev's Chief Marketing Officer, emphasized the beer's fit for the worldwide celebration of the Olympics. Michel Doukeris, CEO of AB InBev, noted the successful integration of beer and sports during the Paris 2024 Games, reinforcing the global reach and importance of the Olympics.

AB InBev, headquartered in Leuven, Belgium, owns over 500 beer brands, including Corona, Budweiser, Stella Artois, Hoegaarden, and Leffe. For the Los Angeles 2028 Games, the company plans to feature Michelob ULTRA, a light lager with 4.2% alcohol content. Launched in the United States in 2002, Michelob ULTRA is known for its low-calorie content and strong ties to the sports world. It sponsors the PGA, the professional golfers' association in the U.S., and the NBA, the North American basketball league. Last summer, Michelob ULTRA was the exclusive sponsor of the U.S. team at the Paris 2024 Olympic and Paralympic Games.

The agreement between the IOC and AB InBev also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through 2032. This partnership underscores the ongoing relationship between the Olympics and the beer industry, highlighting the global appeal and marketing potential of both entities.