AB InBev has added cricket to its sports marketing footprint, agreeing a sponsorship arrangement with the International Cricket Council.
The tie-up, announced today (11 December), centres around ‘official beer partner’ credentials for the brand owner at international cricket tournaments organised by the ICC in 2026 and 2027. Financial details were not disclosed by either party.
Among the ICC’s events that will be leveraged by AB InBev are:
- Men’s T20 World Cup 2026 in India & Sri Lanka
- Women’s T20 World Cup 2026 in the UK
- Women’s Champions Trophy 2027 in Sri Lanka
- World Test Championship Final 2027 in England, and
- Men’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia
Through the deal, the brand owner will promote Budweiser 0.0 (top image) in India and its “mega brands” in Europe and Africa. AB InBev’s global brands portfolio consists of Budweiser, Corona, Michelob Ultra and Stella Artois, while the ‘global mega brands’ stable is home to eight beers, including South Africa’s Carling Black Label.
“Cricket is one of the world’s most popular and fastest-growing sports, and we are excited to connect with fans on this mega platform,” said group CMO Marcel Marcondes. “… Our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”
Six weeks ago, AB InBev commenced exclusive negotiations with UEFA, European soccer’s governing body, to sponsor its men’s club competitions, including the UEFA Champions League (UCL). If successful, the move would see the group replace rival Heineken, which has been sponsoring the UCL since 1994.
The Budweiser owner also has a worldwide partnership with the International Olympic Committee that dates back to last year’s Paris Olympics and returns early next year, when Corona Cero will be the ‘official beer sponsor’ of the Milano Cortina 2026 Winter Olympic Games in Italy.
