Share on

Olympic Games Paris 2024

© Flickr

AB InBev Joins the Olympic Journey: Corona Zero Named Global Beer Sponsor

In a momentous stride towards the future of global sports partnerships, the International Olympic Committee (IOC) has proudly welcomed Anheuser-Busch InBev (AB InBev) into its esteemed The Olympic Partner (TOP Partner) sponsorship programme. The brewing giant's zero-alcohol beer brand, Corona Zero, is set to take center stage as the official global beer sponsor for the upcoming Olympic Games, solidifying a partnership that will span multiple Olympic cycles until the Los Angeles Summer Olympic Games in 2028.

A Global Celebration with Corona Zero

As a worldwide Olympic and Paralympic partner for three consecutive Games – Paris 2024, Milan-Cortina 2026, and Los Angeles 2028 – AB InBev's Corona Zero is poised to bring a new dimension of celebration to the world's greatest sporting event. This collaboration goes beyond traditional sponsorship, creating a dynamic connection between the spirit of the Olympics and the ethos of Corona Zero.

Key Highlights of the Partnership

Corona Zero's Global Stature: The inclusion of Corona Zero as the global beer sponsor for the Olympic Games underlines AB InBev's commitment to offering a diverse range of beverage choices. As a zero-alcohol beer, Corona Zero aligns with the growing global trend towards healthier lifestyle choices, promoting responsible consumption.

Extended Partnership Duration: AB InBev's commitment to the Olympic movement extends over multiple Olympic cycles, demonstrating a long-term investment in the values and impact of the Games. This prolonged partnership will witness Corona Zero's presence at the heart of the Olympic experience, reaching audiences across continents.

Worldwide Presence: The partnership positions Corona Zero as a symbol of global celebration, uniting fans and athletes from Paris to Milan and, ultimately, to Los Angeles. The brand will leverage the international stage of the Olympics to connect with diverse audiences and celebrate the spirit of the Games in a truly global fashion.

Innovative Activation Strategies: AB InBev's partnership with the IOC opens avenues for innovative marketing and activation strategies. Expect to see creative and engaging initiatives that go beyond traditional advertising, enhancing the overall Olympic experience for fans and consumers alike.

Commitment to Sustainability: As part of the TOP programme, AB InBev will contribute to the IOC's sustainability efforts, aligning with the environmental goals of the Olympic movement. This commitment reinforces the shared values of responsible practices and global impact.

AB InBev's entry into the TOP programme as the provider of Corona Zero heralds a new era in the Olympic sponsorship landscape. The partnership is not just about branding; it's about crafting a global narrative that intertwines the joy of celebration with the spirit of the Olympics. As Corona Zero becomes the global beer sponsor for the next three Olympic editions, the world can anticipate an immersive and responsible celebration that transcends borders, embodying the true essence of the Olympic Games. The journey begins with Paris 2024 and paves the way for a refreshing legacy that extends through Milan-Cortina 2026 and culminates in the vibrant city of Los Angeles in 2028.

Sources: Sport Pro Media, SportBusiness, Wikimedia Commons

A new agency world © 2023. All rights reserved.