Corona Cero to continue as global beer sponsor of the Olympic Games
24 February 2025 – The International Olympic Committee (IOC) announced today that AB InBev, the world’s leading brewer, will extend its Worldwide Olympic Partnership (TOP Partnership) through to 2032. The IOC and AB InBev first announced their global TOP Partnership in January 2024 with an agreement until the Olympic Games Los Angeles 2028. The parties will now extend for an additional Olympic cycle, including both the Olympic Winter Games French Alps 2030 and the Olympic Games Brisbane 2032.
IOC President Thomas Bach said: “We are raising a toast to already agreeing together with AB InBev to extend our Partnership until 2032. After experiencing their first Olympic Games as a Worldwide Olympic Partner in Paris last summer, the AB InBev team impressed us – and delighted fans across the world – with amazing celebrations of the Olympic Games through their Corona Cero marketing campaigns. This was achieved in record time, since the Partnership was formalised only six months before the Opening Ceremony. Therefore we are delighted that, following the success of Paris 2024, we are extending this Partnership and our work together with AB InBev as far as Brisbane 2032.”
AB InBev CEO Michel Doukeris said: “The Olympic Games Paris 2024 demonstrated the global importance and reach of the Olympic Games and solidified what we already knew, and that is that beer and sports are better together. 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.”
Sport is a strong force for positive change, and AB InBev brands have a long history of award-winning and responsible sports marketing. During the Olympic Games Paris 2024, Corona Cero reached Olympic fans of legal drinking age around the world with messages of connection, moderation and celebration. Together with the IOC, AB InBev highlighted a shared commitment to responsible consumption.
No-alcohol beer Corona Cero will continue as the global beer sponsor of the Olympic Games, highlighting the IOC and AB InBev’s commitment to responsible consumption and creating a future with more cheers. In the United States, AB InBev will support the Olympic and Paralympic Games through to Brisbane 2032 with Michelob ULTRA, a superior light beer that celebrates an active lifestyle.
For the Olympic Games Paris 2024, AB InBev activated Corona Cero with its “For Every Golden Moment” platform, inviting the world to get outside and reconnect with nature and each other. Corona Cero delivered triple-digit volume growth in Q3 2024, and Corona was recognised by Kantar’s BrandZ 2024 global rankings as the most valuable beer brand in the world.
AB InBev Chief Marketing Officer Marcel Marcondes said: “One thing that stands out about the Olympic Games is the fact that there are events taking place 24/7 with people all over the world watching. That’s what makes our no-alcohol beer, Corona Cero, such a perfect fit for this global celebration. By combining this fast-growing brand with our fresh perspective on the fan experience, we deliver more choices for those moments that deserve a beer. We look forward to bringing more golden moments to the next four Olympic Games.”
Jiří Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, said: “AB InBev is the world’s leading brewer and has demonstrated what a fantastic addition it is to the TOP Programme over the past year. The extension of our agreement is great news for the Olympic Movement.”
The agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC-IPC long-term collaboration agreement.
About Anheuser-Busch InBev
Anheuser-Busch InBev (AB InBev) is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ANB) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). As a company, we dream big to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, move our industry forward and make a meaningful impact in the world. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest ingredients. Our diverse portfolio of well over 500 beer brands includes global brands Budweiser®, Corona®, Stella Artois® and Michelob Ultra®; multi-country brands Beck’s®, Hoegaarden® and Leffe® ; and local champions such as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Castle®, Castle Lite®, Cristal®, Harbin®, Jupiler®, Modelo Especial®, Quilmes®, Victoria®, Sedrin® and Skol®. Our brewing heritage dates back more than 600 years, spanning continents and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the Anheuser & Co brewery in St Louis, US. To the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. To Bohemia, the first brewery in Brazil. Geographically diversified with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 167,000 colleagues based in nearly 50 countries worldwide. For 2022, AB InBev’s reported revenue was USD 57.8 billion (excluding JVs and associates).
AB InBev is contributing to the UN Sustainable Development Goals and broader global sustainable development agenda while building resilient supply chains, productive communities and a healthier environment. We have placed a deliberate focus on contributing progress toward the goals where we can use our scale and partnerships to drive meaningful positive change. Learn more at https://www.ab-inbev.com/sustainability/2025-sustainability-goals/
