In what is being described as a ‘step change opportunity’ for the beer industry, the International Olympic Committee has announced a multi-year partnership with leading brewer AB InBev that will make zero alcohol brand Corona Cero the global beer sponsor of the Olympic Games.
IOC president Thomas Bach said: “As a global brand, Corona Cero will engage fans around the world in celebrating the magic of the Olympic Games and cheering for the athletes’ sporting achievements.
“In line with Olympic Agenda 2020+5, both of our organisations are also actively contributing to the UN Sustainable Development Goals. As the IOC redistributes 90% of all its revenue to support sport around the world, ultimately the revenue from this agreement will support every Olympic team and their athletes. Together we look forward to creating a future with more cheers!”
AB InBev CEO Michel Doukeris said: “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. Beer is the beverage of moderation and choice, and so it’s only fitting to lead with Corona Cero, for this occasion.
“This partnership illustrates the opportunity for our category to positively impact and engage with billions of fans around the world, ushering in a new era of Olympic spirit as we cheer for our favourite national teams and athletes as they go for gold. We look forward to activating at the 2024, 2026, and 2028 games.”
Describing sports as ‘a strong force for positive change’, AB InBev said it was pleased that its brands were part of that legacy with decades of ‘historic, award-winning and responsible’ sports marketing.
“AB InBev is committed to accelerating continued progress toward responsible alcohol consumption and moderation worldwide and will work to further that effort by featuring Corona Cero, its fast growing zero alcohol beer brand, as the leading global Worldwide Olympic Partner brand.”
Chief marketing officer, Marcel Marcondes, said: “As we continue to invest to grow the category, we are excited to bring our beer brands to the Olympics and be a Worldwide Partner for these amazing events. Corona is one of our fastest growing global brands, reaching consumers across 180 countries, and through this partnership, we expect Corona Cero to accelerate no-alcohol beer growth and highlight moderation.”
