Corona Cero to Continue as Official Beer Sponsor
The International Olympic Committee (IOC) and AB InBev, the world’s largest brewer, have announced the extension of their Worldwide Olympic Partnership (TOP Partnership) through to 2032. Originally formalized in January 2024, the agreement will now cover an additional Olympic cycle, including the 2030 Olympic Winter Games in the French Alps and the 2032 Olympic Games in Brisbane.
Celebrating Success and Future Plans
IOC President Thomas Bach expressed his satisfaction with the partnership, particularly highlighting AB InBev’s success during the 2024 Paris Olympics. The brewer’s Corona Cero campaigns were lauded for their global reach and impact, celebrating the Games through messages of connection and moderation. Bach remarked on the strength of the collaboration and the excitement surrounding the upcoming Olympics.
Commitment to Responsible Consumption
AB InBev’s CEO, Michel Doukeris, reflected on the significance of the partnership, emphasizing the shared commitment to responsible consumption. As the official beer sponsor, Corona Cero will continue to engage with fans worldwide, focusing on moderation while celebrating the Olympic spirit. In the United States, Michelob ULTRA will support the Olympic and Paralympic Games, promoting an active lifestyle.
Positive Impact and Global Reach
AB InBev’s brands, including the rapidly growing Corona Cero, were successful in connecting with Olympic fans globally. The company’s commitment to responsible sports marketing was evident, with its “For Every Golden Moment” platform encouraging fans to reconnect with nature and each other. The extension of this agreement further strengthens AB InBev’s position in global sports sponsorship and reinforces the positive impact of sports on society.
The deal also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games, solidifying AB InBev’s continued involvement in the global sporting community.
Looking Ahead
AB InBev’s Chief Marketing Officer, Marcel Marcondes, noted that the Olympic Games’ 24/7 nature makes Corona Cero an ideal product for global celebrations. The company looks forward to delivering more “golden moments” through its sponsorship of the next four Olympic Games.
