IOC Makes History with AB InBev as First Beer Sponsor for Three Olympic Games

by  EVENTFAQS Bureau Industry Watch | January 16, 2024 | News

International Olympic Committee AB InBev Paris Olympics Winter Games in Italy Los Angeles Olympics

The International Olympic Committee (IOC) secures Anheuser-Busch InBev as its first beer brand sponsor in the 40-year history of its sponsorship program, a venture expected to generate substantial revenue for the IOC and international sports. The Three-Summer-and-Winter-Games deal, including the upcoming Paris Olympics in July, the 2026 Winter Games in Italy, and the 2028 Los Angeles Olympics, was announced jointly by the IOC and AB InBev.

Corona Cero, the zero-alcohol version of the renowned Corona brand, will serve as the global beer sponsor for the Olympic Games. While the exact value of the agreement remains undisclosed, the IOC's TOP (The Olympic Partner) program has seen sponsors contribute over $300 million for a four-year commercial cycle.

AB InBev CEO Michel Doukeris expressed the brand's commitment to global sports and the celebration of shared experiences, emphasising the natural affinity between beer and sports fans. The IOC's sponsorship program, initiated in 1985, has traditionally aligned with technology and logistics companies, with Deloitte, Intel, and Toyota currently in the line-up.

Local organisers often secure beer deals - Chinese officials, for instance, signed Budweiser as the international beer of the 2008 Beijing Olympics. However, the IOC has not previously signed a global beer or alcohol brand for its flagship event, widely considered the pinnacle of athletic achievement. The move comes amid a growing number of young medallists in new sports like skateboarding.

Michel Doukeris highlighted the alignment of values between AB InBev and the IOC, emphasising the joy of sports and the responsibility that comes with success. The partnership includes the global sponsorship of Corona Cero for the Games, with Michelob Ultra serving as the sponsor for the U.S. team and the 2028 LA Olympics, promoting responsible consumption.

The trend toward non-alcoholic beverages, driven by health concerns and moderation preferences among younger drinkers, has been notable. Between 2018 and 2023, non-alcoholic drink sales in the top 10 markets grew 70 per cent to over $8.5 billion, outpacing the 14 per cent growth in alcoholic drink sales to $470 billion.

With the IOC's beer industry partnership beginning in France, which has a longstanding ban of 33 years on alcohol sales in sports stadiums, the move has sparked discussions about alcohol consumption during the Games. Some fans argue that the essence of the Olympics lies in witnessing world-class athletic performances, finding common ground with diverse attendees, and embracing cultural diversity. The dynamic nature of the Olympic Games, with its blend of cultures, people, and ideas, prevails even with considerations about alcohol restrictions.