International Olympic Committee and AB InBev Announce Worldwide Olympic Partnership
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The partnership between AB InBev and the International Olympic Committee (IOC) to make Corona Cero the global beer sponsor for the Olympic Games through 2028 represents a significant strategic move within the beverage industry. This collaboration is poised to enhance brand visibility and potentially influence consumer behavior on a global scale. By aligning with an event that garners billions of viewers, AB InBev is not only promoting Corona Cero but also capitalizing on the growing trend towards non-alcoholic beverages.
By focusing on zero-alcohol beer, AB InBev is tapping into the health-conscious segment of consumers and aligning with the broader movement of responsible consumption. This is particularly strategic as it can lead to market expansion and diversification. The emphasis on moderation and responsible drinking, in conjunction with a high-profile event like the Olympics, can solidify AB InBev's position as a leader in the no-alcohol sector, which is experiencing faster growth compared to traditional alcoholic beverages.
The long-term nature of this partnership through 2028 allows for sustained marketing campaigns and consumer engagement. This could result in increased brand loyalty and potentially higher sales for Corona Cero and other AB InBev non-alcoholic brands. Moreover, the partnership with the Olympics is likely to enhance the company's reputation for corporate social responsibility, given the event's global prestige and the shared commitment to the UN Sustainable Development Goals.
AB InBev's announcement of becoming a Worldwide Olympic Partner and the global beer sponsor with Corona Cero could have multiple financial implications. The partnership may result in increased marketing and operational expenses due to the costs associated with sponsorship and advertising during the Olympic Games. However, these costs are an investment into the brand's global recognition and market share growth, particularly within the non-alcoholic segment.
The potential revenue growth from this strategic move could be substantial, given the worldwide exposure of the Olympic brand. The increased visibility and association with the Olympics may boost sales and drive consumer demand for Corona Cero, benefiting AB InBev's top-line growth. Additionally, leveraging the Olympics platform could enhance the company's overall brand equity, which is critical in the competitive beverage industry.
Investors will be monitoring AB InBev's financial performance closely in the coming quarters to gauge the return on investment from this sponsorship deal. It will be crucial to assess how the partnership impacts sales volumes, particularly in the context of the company's broader portfolio performance and the growth trajectory of the non-alcoholic beer segment. The long-term benefits, while harder to quantify, may include stronger brand positioning and a fortified competitive moat.
AB InBev's partnership with the IOC to promote Corona Cero during the Olympic Games underscores a commitment to sustainability and responsible consumption, which are increasingly important to consumers and investors alike. The focus on a zero-alcohol beer as the face of their Olympic sponsorship aligns with the United Nations' Sustainable Development Goals (SDGs), particularly those related to health and well-being (SDG 3).
This initiative reflects a broader industry trend where companies integrate sustainability into their core business strategy. AB InBev's alignment with the Olympics, an event known for promoting unity and global cooperation, enhances the brewer's corporate social responsibility profile. The partnership could also stimulate industry-wide shifts towards more sustainable practices and product offerings.
From a sustainability perspective, the long-term partnership through 2028 provides a platform for AB InBev to showcase its commitment to social and environmental issues, potentially influencing consumer perceptions and increasing goodwill. The positive association with the Olympic brand could lead to a competitive advantage in attracting and retaining customers who prioritize sustainability in their purchasing decisions.
Corona Cero will be the global beer sponsor of the Olympic Games
AB InBev’s partnership creates step change opportunity for the beer industry
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Corona Cero will be the global beer sponsor of the Olympic Games (Graphic: Business Wire)
IOC President Thomas Bach said: “The IOC is delighted to announce its new partnership with the world’s leading brewer, AB InBev. Our organisations share a vision of supporting sport and athletes. 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 per cent 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 favorite national teams and athletes as they go for gold. We look forward to activating at the 2024, 2026, and 2028 games.”
With centuries of brewing history, AB InBev has seen countless new friendships, connections, and experiences built on a shared love of sport and beer. Sports is a strong force for positive change and AB InBev brands are pleased to be a 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.
AB InBev 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. In
Jiri Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, said: “AB InBev manages some of the world’s most recognised brands. The company will be a natural addition to the TOP programme, which brings together some of the world’s leading companies with a shared vision of supporting sport to build a better world.”
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 The International Olympic Committee
The International Olympic Committee is a not-for-profit independent international organisation made up of volunteers, which is committed to building a better world through sport. It redistributes more than 90 per cent of its income to the wider sporting movement, which means that every day the equivalent of
About Anheuser-Busch InBev
About Anheuser-Busch InBev (AB InBev) Anheuser-Busch InBev (AB InBev) is a publicly traded company (Euronext: ABI) based in Leuven,
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/
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View source version on businesswire.com: https://www.businesswire.com/news/home/20240112957702/en/
For more information, please contact the IOC Media Relations Team:
Tel: +41 21 621 60 00, email: pressoffice@olympic.org, or visit our web site at www.IOC.org
AB InBev Media Relations Team:
E-mail: media.relations@ab-inbev.com
Source: Anheuser-Busch InBev
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