Paris
In a groundbreaking move, Anheuser-Busch InBev (AB InBev) has announced its official sponsorship for three Olympic Games, commencing with the Paris 2024 summer event. The global brewing giant revealed that its alcohol-free brand, Corona Cero, will hold the prestigious position of the official beer for the Games. As a Worldwide Olympic Partner, the highest level of Olympic sponsorship, AB InBev’s commitment extends to the 2026 Winter Olympics in Milan and the 2028 Olympics in Los Angeles. AB InBev’s CEO, Michel Doukeris, expressed pride in being the first beer sponsor at the Worldwide Olympic Partner level. The move aligns with the company’s dedication to responsible alcohol consumption and global moderation efforts. In a dynamic market where consumers are increasingly mindful of their alcohol intake, the spotlight on Corona Cero at the Olympics underscores AB InBev’s commitment to promoting responsible drinking. This marks a significant shift in sponsorship strategies, with other companies like Diageo promoting alcohol-free beverages at sporting events. While some events continue to have alcohol as a central element, the choice of a non-alcoholic beer for Olympic sponsorship reflects the industry’s adaptation to changing consumer preferences. Michelob ULTRA, the beer associated with the Los Angeles Games, does contain alcohol but is categorized as a light beer with a 3.5% alcohol content, contributing to AB InBev’s multifaceted approach to meeting diverse consumer needs. In joining the ranks of top Olympic sponsors such as AirBnb, Alibaba, Coca-Cola, P&G, Toyota, and Visa, AB InBev contributes to the growing value of the top-tier Olympic sponsorship program. This initiative generated $2.3 billion in revenue for the International Olympic Committee over the 2017-2021 period, encompassing the Winter Olympics in Pyeongchang and the delayed Summer Olympics in Tokyo.
