Anheuser-Busch InBev has secured an extension to its sponsorship of the Olympic Games to 2032.
Corona Cero, the alcohol-free version of the group’s flagship Corona brand will add to its ‘global beer sponsor’ status for the games in Paris last year through to the Olympic and Paralympic Games in Brisbane in 2032. Michelob Ultra, another of AB InBev’s global brands, is also set to “support” the games for an additional cycle.
Corona Cero will also sponsor the Olympic Winter Games in the French Alps in 2030. Financial details about the extended marketing arrangement were not disclosed.
“We are pleased to extend our relationship with the International Olympic Committee until 2032, and plan to continue activating the beer category to positively engage sports fans while helping to create a future with more cheers,” said group CEO Michel Doukeris.
Before 2024, AB InBev’s last appearance at the Olympics came when Budweiser sponsored Team USA between 1984 and 2016.
In the beer major’s sales for the three months to end of September, the Olympic sponsorship played a sizable role in driving a “mid-thirties’ sales leap for the non-alcoholic beer portfolio. AB InBev is scheduled to release its full-year results tomorrow (26 February).
