Contract details
Start date:
Status:
1986
Official beer partner
Leagues and Tournaments:
Budweiser and AB InBev: Celebrating Over 40 Years as FIFA’s Official Beer Sponsor
Budweiser, the iconic beer brand, has been synonymous with the FIFA World Cup since the 1986 tournament. Its association with FIFA has grown stronger over the years, becoming an integral part of the global football experience. The partnership between AB InBev, the world’s largest brewing company, and FIFA has spanned nearly four decades, cementing Budweiser as the official beer sponsor for FIFA events worldwide.
The FIFA Women’s World Cup 2023 and FIFA World Cup 2026 Sponsorships
On June 8, 2023, AB InBev announced an exciting extension of its long-standing partnership with FIFA, securing exclusive sponsorship rights for both the FIFA Women’s World Cup 2023 and the FIFA World Cup 2026. This move expands AB InBev’s presence in global sports, offering unique opportunities to engage with football fans across the globe.
The FIFA Women’s World Cup 2023 marks a historic first, as the tournament is hosted in the southern hemisphere for the first time, in Australia and New Zealand. This will also be the first time that 32 teams will compete in the competition, offering AB InBev an unparalleled opportunity to connect with fans from around the world.
Meanwhile, the FIFA World Cup 2026 will set another milestone as the first tournament to be hosted by three countries—Canada, Mexico, and the United States. The tournament will feature 48 teams and 104 matches across 16 cities, providing AB InBev with a massive platform to further amplify its global presence and reach an even broader audience.
A Global Platform for Megabrands
AB InBev continues to leverage its megabrands—Budweiser and Michelob ULTRA—to amplify its sponsorship at major global events. The partnership aligns perfectly with AB InBev’s strategy of connecting its iconic beer brands with the passions of consumers worldwide. In addition to Budweiser and Michelob ULTRA, the company will also promote local beer brands in select markets, enhancing the experience for regional audiences.
Innovative Marketing and Fan Engagement
As part of its sponsorship, AB InBev will activate various marketing initiatives across FIFA events, engaging fans through exclusive promotions, immersive fan experiences, and digital activations.
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