Beer Becomes Olympic Games Sponsor for the First Time in History

Historic Deal with a Brewing Giant

The International Olympic Committee (IOC) has announced a partnership with AB InBev, one of the world's largest brewing corporations. The company will be an official Olympic partner until 2028. This is the first time a beer brand has sponsored the Olympic Games.

Corona Cero at the Olympic Games

Both the IOC and AB InBev emphasise their commitment to promoting responsible alcohol consumption and driving positive change through sport. IOC President Thomas Bach expressed his satisfaction with the partnership with AB InBev, highlighting their shared support for sport and athletes. The partnership aims to engage fans around the world in celebrating the Olympic Games and to support athletes' sporting achievements. Michel Doukeris, CEO of AB InBev, added that the company is proud to be the first global beer sponsor of the Olympic Games, reflecting the shared values and aspirations of both organisations.

Sustainable Development Goals in the Background

A Historic Deal: Beer as Olympic Games Sponsor

This partnership aligns with both organisations' wide-ranging efforts in support of the UN Sustainable Development Goals, with a focus on promoting healthy lifestyles and responsible alcohol consumption. In this way, the Olympic Games become a platform not only for sporting competition but also for important social initiatives.

Support for Paralympians Too

The collaboration also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the long-term cooperation agreement between the IOC and the IPC, further underlining its comprehensive nature and commitment to promoting sport at all levels.

Summary

The IOC and AB InBev have signed the first-ever sponsorship agreement with a beer brand for the Olympic Games, also covering marketing rights for the Paralympic Games until 2028. IOC President Thomas Bach and AB InBev CEO Michel Doukeris emphasise their shared commitment to promoting responsible alcohol consumption and the UN Sustainable Development Goals. This is a groundbreaking step that opens a new sponsorship category in Olympic sport.