International Olympic Committee and AB InBev announce global Olympic partnership
Corona Cero becomes global beer sponsor of the Olympic Games - AB InBev's partnership is an opportunity for fundamental change for the beer industry
The International Olympic Committee (IOC) today announced that AB InBev, the world's leading brewer, will be a Worldwide Olympic Partner (TOP Partner) until 2028. The non-alcoholic beer Corona Cero will be the global beer sponsor of the Olympic Games, underlining the IOC and AB InBev's shared commitment to responsible consumption and building a better world. Together they will reach billions of Olympic fans around the world with messages of connection, responsible consumption and celebration.
IOC President Thomas Bach said: "The IOC is delighted to announce its new partnership with the world's leading brewer AB InBev. Our organizations share the vision of supporting sport and athletes. As a global brand, Corona Cero will bring fans around the world to celebrate the magic of the Olympic Games and the sporting achievements of athletes. In line with the Olympic Agenda 2020+5, our two organizations are also actively contributing to the UN Sustainable Development Goals. As the IOC distributes 90 percent of its revenue to support sport around the world, the proceeds from this agreement will ultimately benefit every Olympic team and its athletes. Together, we look forward to creating a future with more Cheers!"
Michel Doukeris, CEO of AB InBev, said: "Beer and sport are an ideal match, which is why we are proud to be the first beer sponsor for the Olympic Games at Worldwide Olympic Partner level. Beer is a favorite drink around the world, but it should be consumed responsibly. Therefore, it is only fitting to lead the way on this occasion with Corona Cero. This partnership highlights the opportunity for our industry to positively impact and reach billions of fans around the world and usher in a new era of Olympic spirit as we cheer on our favorite national teams and athletes on their way to gold. We look forward to being active at the 2024, 2026 and 2028 Games."
AB InBev has a century of brewing history and has created countless new friendships, connections and experiences based on a shared love of sport and beer. Sport is a powerful force for positive change and AB InBev's brands are delighted to be part of this legacy with decades of award-winning and responsible sports marketing. AB InBev is committed to accelerating progress towards responsible and moderate alcohol consumption globally and will support this effort by introducing Corona Cero, its fast-growing non-alcoholic beer brand, as a leading global Olympic partner brand.
Marcel Marcondes, Chief Marketing Officer of AB InBev, said: "We continue to invest in growing the category and are excited to bring our beer brands to the Olympic Games and be a Worldwide Olympic Partner for these great events. Corona is one of our fastest growing global brands, reaching consumers in 180 countries. Through this partnership, we expect Corona Cero to accelerate the growth of non-alcoholic beer and prioritize responsible consumption. In the United States, we will support the Olympic Games leading up to the Los Angeles 2028 Olympic and Paralympic Games with Michelob ULTRA, an outstanding light beer that celebrates an active lifestyle."
Jiri Kejval, Chairman of the IOC Revenue and Commercial Partnerships Commission, said: "AB InBev represents some of the most recognized brands in the world. The company is a natural fit for the TOP program, which brings together some of the world's leading companies with a shared vision of supporting sport to create a better world."
The agreement also includes the marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games as part of the long-term cooperation agreement between the IOC and IPC.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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