In a historic move, the International Olympic Committee (IOC) has announced Anheuser-Busch InBev, the Belgium-based brewing giant, as the first beer brand to become a global sponsor of the Olympics. This groundbreaking partnership marks a significant milestone in the 40-year history of the IOC’s sponsorship program. Budweiser, one of AB InBev’s renowned brands, will take on the role of the “global beer sponsor of the Olympic Games.”
The IOC and AB InBev have entered into a multi-year agreement that encompasses the next three Summer and Winter Games. The deal includes the upcoming Paris Olympics in 2024, the 2026 Winter Games in northern Italy, and the highly anticipated Los Angeles Olympics in 2028. The value of the partnership has not been disclosed, but it is worth noting that some sponsors in the IOC’s TOP program pay over $300 million for a four-year commercial cycle.
As part of the agreement, Corona Cero, the zero-alcohol version of the popular Corona brand, will take on the role of the “global beer sponsor of the Olympic Games”. This move aligns with the growing trend of non-alcoholic beverages gaining popularity among consumers, particularly younger drinkers who prioritise health and wellness. AB InBev aims to promote responsible consumption while celebrating the connection between beer and sports.
The IOC’s sponsorship program, known as the TOP program, has traditionally focused on technology and logistics companies that assist host cities in organising the Games. This marks the first time the IOC has partnered with a beer or alcohol brand for its global event, which is widely regarded as the pinnacle of athletic achievement. The inclusion of Budweiser as a global sponsor reflects the evolving landscape of sports sponsorships and the increasing importance of aligning with brands that share similar values.
Sales of non-alcoholic drinks have been growing faster than their alcoholic counterparts, driven by health-conscious consumers. Between 2018 and 2023, sales of non-alcoholic beverages in the top 10 markets grew by 70% to over $8.5 billion, while alcoholic drink sales in those markets grew by 14% to $470 billion.
RTM Watch’s Take
Budweiser’s collaboration with the IOC as the first beer brand global sponsor of the Olympics signifies a significant shift in the sponsorship landscape. This partnership not only highlights the increasing popularity of non-alcoholic beverages but also emphasises the importance of responsible consumption. By aligning with the Olympic Games, AB InBev aims to celebrate the joy of sports and bring people together while promoting its brands. This groundbreaking collaboration sets a precedent for future sponsorships and showcases the evolving nature of sports marketing.
