The Olympics Tap its First-Ever Global Beer Sponsor
Anheuser-Busch InBev, the brewer behind Bud Light, makes history by becoming the inaugural beer sponsor for the next three Olympics and Paralympic Games, opting to feature its non-alcoholic brand, Corona Cero, in a groundbreaking move.
Breaking the traditional mold of established beer brands as sponsors, AB InBev aims to promote responsible consumption globally through Corona Cero. The sponsorship deal covers the upcoming Summer Games in Paris, the Milan Winter Games in 2026, and the 2028 Summer Games in Los Angeles, marking the first time in about three decades that the Summer Olympics will be held in the US.
While local organizing committees had enlisted beer brands in the past, this marks the first time the Olympics have a global beer sponsorship. AB InBev CEO Michel Doukeris emphasized the synergy between beer and sports, stating, “Beer and sports are better together, so we are proud to be the first beer sponsor for the Olympics at the Worldwide Olympic Partner level.”
Corona Cero, launched in 2022, aligns with the global trend of increasing non-alcoholic beer sales as consumers embrace moderation. Sales of no and low-alcohol products are projected to grow by 31% this year in major markets, including Spain, Germany, and the US.
AB InBev’s Chief Marketing Officer, Marcel Marcondes, highlighted the brand’s consumer-centric approach, stating, “We see all the trends towards non-alcoholic propositions coming from consumers, and also we know that beer is usually the beverage of choice for sports fans.”
In addition to the historic global beer sponsorship, AB InBev announced that Michelob Ultra will serve as the “exclusive beer sponsor” for Team USA athletes through 2028 and become the official beer of the LA 2028 Summer Games. This move follows Budweiser ending its sponsorship of Team USA athletes in 2017 after 32 years.
