Olympics secures first beer sponsorship deal with AB InBev

The International Olympic Committee (IOC) and AB InBev, the Belgium-based brewing company known for brands such as Budweiser, Corona, Michelob, and Modelo, have announced a sponsorship deal for the next three Summer and Winter Olympic Games. The deal covers the Paris Olympics in 2024, the 2026 Winter Games in northern Italy, and the Los Angeles Olympics in 2028.
As part of the sponsorship, Corona Cero, the non-alcoholic version of the Corona brand, is designated as the "global beer sponsor of the Olympic Games." This means that Corona Cero will likely have a prominent presence and promotional role during these major sporting events.
This is the first time the IOC has signed a global beer or alcohol brand for the Olympic Games. Local organizers often have beer deals, as seen in the 2008 Beijing Olympics with Budweiser.
The IOC launched the TOP program in 1985, aligning with technology and logistics companies to assist Games organizers. Current partners include Deloitte, Intel, and Toyota.
Longtime partnerships with Coca-Cola and McDonald's led the IOC to seek assurances about promoting healthier options. McDonald's ended its deal in 2017.
The IOC aims to avoid commercial associations with products conflicting with its mission or the spirit of Olympism.
Thomas Bach, the IOC president, describes the partnership with AB InBev as a "perfect match" due to shared values, including promoting responsible consumption. Sales of non-alcoholic drinks have been growing faster than alcoholic ones, appealing to younger drinkers' health and wellness concerns.
IOC sponsors, now numbering 15, gain exclusive worldwide rights to use Olympic branding for their advertising and campaign activations. The IOC's sponsorship program generated nearly $2.3 billion in cash, services, and value-in-kind for the previous commercial cycle that concluded at the Tokyo Olympics in 2021.
The Paris Olympics face restrictions on alcohol sales in sports stadiums due to a 33-year ban. Alcohol consumption is allowed in corporate hospitality areas.
France's 1991 public health law aimed to reduce alcohol and tobacco abuse and illness. It limited alcohol advertising and banned all cigarette ads. The law, which included a stadium measure, aimed to reduce smoking levels, but its impact on alcohol consumption is less clear.
Some fans attending the Paris Olympics express that the Games are about sports and cultural exchange rather than drinking. Others appreciate the option but emphasize that alcohol doesn't define their experience.
Budweiser has been the official beer of the men's World Cup since 1986. However, there were challenges with FIFA and host nation Qatar regarding alcohol sales at the 2022 tournament.
Despite challenges, AB InBev has renewed its partnership with FIFA for the 2026 World Cup in the U.S., Canada, and Mexico.