In a groundbreaking move, AB InBev has clinched the coveted title of the first beer sponsor at the worldwide partner level for the Olympic Games. The non-alcoholic brand Corona Cero will spearhead this historic partnership.
Corona Cero: The Official Beer Sponsor Until 2028
Corona Cero is set to be the official beer sponsor for the Olympic Games until 2028, marking a triennial presence at three consecutive Olympic events – Paris 2024, Milan 2026, and Los Angeles 2028. Notably, this partnership extends to include marketing rights for the Paralympic Games, reinforcing the brand’s global reach.
A Paradigm Shift for the Beer Industry:
AB InBev’s global partner sponsorship marks a pivotal moment for the beer industry. As part of the prestigious Olympics Partners (TOP) program, AB InBev joins the elite ranks alongside major brands like Coca-Cola, Visa, and P&G. The decision to feature Corona Cero in this partnership underscores the company’s emphasis on “moderation.”
Spotlight on Moderation:
AB InBev’s Chief Marketing Officer, Marcel Marcondes, envisions the partnership as a catalyst for the accelerated growth of no-alcohol beer. “Through this partnership, we expect Corona Cero to accelerate no-alcohol beer growth and highlight moderation,” he remarks, emphasizing the brand’s commitment to responsible consumption.
Beer and Sports: An Inseparable Duo

Michel Doukeris, AB InBev’s CEO, asserts the natural synergy between beer and sports, stating, “Beer and sports are better together.” Expressing pride in being the first beer sponsor at the Worldwide Olympic Partner level, Doukeris believes that leading with Corona Cero is fitting, given its status as a symbol of moderation and choice.
Building on a Legacy of Sports Sponsorship:
AB InBev’s venture into Olympic sponsorship is an extension of its rich history in sports partnerships. Following its role as the designated beer sponsor for the 2023 FIFA Women’s World Cup, the company is set to uphold this position for the forthcoming men’s tournament in 2026. With a longstanding collaboration with FIFA spanning nearly four decades, AB InBev has firmly established its footprint in the realm of sports sponsorship, notwithstanding some controversy faced during the 2022 World Cup in Qatar.