Anheuser-Busch InBev is returning its marketing dollars to the Olympic Games after an eight-year absence.
The brewer announced today that Corona Cero, the alcohol-free extension of flagship brand Corona that is available in 180 markets worldwide, will be the “global beer sponsor” for the next four years, starting with the Paris games this summer. The news comes eight years after AB InBev’s last appearance at the Olympics when Budweiser sponsored Team USA between 1984 and 2016.
Subsequently, Corona Cero will be the games’ first beer sponsor at the Worldwide Partner level. While the Corona brand is owned in the US by Constellation Brands, AB InBev confirmed today that its Michelob Ultra beer will “support the Olympics” up to and including the Olympic and Paralympic Games in Los Angeles in 2028.
Financial details about either marketing arrangement were not disclosed.
“We are proud to be the first beer sponsor for the Olympics at the Worldwide Olympic Partner level,” said group CEO Michel Doukeris. “Beer is the beverage of moderation and choice, and so it’s only fitting to lead with Corona Cero, for this occasion. This partnership illustrates the opportunity for our category to positively impact and engage with billions of fans around the world.”
Corona has been in rude health for AB InBev in recent months: In results for the three months to the end of September, reported just over two months ago, the brand posted a 19% leap in sales. The company will announce its full-year figures for 2023 on 29 February.
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