AB InBev has secured its headline sponsor berth with World Cup organiser FIFA to include the centenary of the international soccer tournament in four years’ time.
The brand owner confirmed the signature this week of an agreement with FIFA that will see AB InBev retain ‘official beer sponsor’ status at the next World Cup in 2030. The extension, announced in the same week as the 2026 tournament kicks off in North America, also includes the FIFA Women’s World Cup in 2027.
Financial details behind the deal were not disclosed.
“The FIFA World Cup is the world’s biggest sporting event, capturing the attention of billions of fans,” said group CEO Michel Doukeris. “For 40 years (since the 1986 tournament), our brands have been at the centre of these celebrations, reinforcing beer’s strong connection to the culture of sport.
“We’re excited to continue our partnership with FIFA, creating more unforgettable moments of cheers for fans everywhere.”
Among AB InBev’s activations lined up for this year’s tournament, which commences tomorrow (11 June) and runs until 19 July, are pushes for its Budweiser, Michelob Ultra, Stella Artois and Nütrl brands.
AB InBev is scheduled to replace Heineken in Europe as the official beer partner across all of UEFA’s men’s club competitions, excluding the UEFA Youth League but including the UEFA Champions League, from 2027 to 2033.
