LEUVEN, Belgium - The International Olympic Committee (IOC) and Anheuser-Busch InBev (Euronext: ABI) (BMV: ANB) (JSE: ANH) (NYSE: BUD) have entered into an agreement that designates AB InBev as a Worldwide Olympic Partner through 2028. The brewer's non-alcoholic brand, Corona Cero, will be the global beer sponsor for the Olympic Games, reflecting a shared commitment to responsible drinking and positive societal impact.
IOC President Thomas Bach expressed enthusiasm for the partnership, acknowledging the alignment of both organizations in supporting sports and athletes. Bach emphasized the role of the agreement in contributing to the United Nations Sustainable Development Goals and the distribution of IOC revenue to support global sporting initiatives.
AB InBev CEO Michel Doukeris highlighted the longstanding connection between beer and sports, noting that the partnership marks the first time a beer sponsor has reached the Worldwide Olympic Partner level. Doukeris anticipates that the partnership will enhance the Olympic spirit and promote responsible alcohol consumption through the promotion of their zero alcohol beer brand, Corona Cero.
The partnership also encompasses marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games. Jiri Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, welcomed AB InBev to the TOP programme, which includes some of the world's leading companies supporting sports to build a better world.
In the United States, AB InBev plans to support the Olympic and Paralympic Games LA 2028 with Michelob ULTRA, a light beer brand associated with an active lifestyle.
The information in this article is based on a press release statement from Anheuser-Busch InBev.
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