AB InBev’s Corona Cero to Spearhead Olympic Sponsorship Amid Shifting Global Ties
AB InBev, the Belgian multinational brewing giant, made a groundbreaking announcement last Friday. The company’s alcohol-free brand, Corona Cero, is set to become the global beer sponsor for the upcoming Olympic Games. This marks a first-of-its-kind global sponsorship deal, positioning the brewer at the forefront of major sporting events in 2024, 2026, and 2028.
Michel Doukeris, the CEO of AB InBev, shared his enthusiasm about the deal: “Beer represents moderation and choice, making Corona Cero an apt fit for this prestigious occasion.”
The upcoming Paris Olympics face a unique challenge with French laws that restrict the sale or distribution of alcohol in stadiums. Interestingly, these laws do not extend to VIP hospitality areas, where alcohol can still be served.
Michelob Ultra Joins the Olympic Journey
In a concurrent reveal, AB InBev disclosed that its Michelob Ultra beer, with a modest 3.5% ABV, will also support the Olympic spirit through its involvement in the Olympic and Paralympic Games LA 2028. This initiative forms part of a broader marketing strategy, encompassing rights for the International Paralympic Committee (IPC) and the Paralympic Games, thanks to the IOC-IPC long-term collaboration.
The Changing Landscape of Olympic Sponsorships
The announcement arrives on the heels of Asahi’s recent decision to withdraw its sponsorship from the Paris games. Following suit, Pilsner Urquell, the official partner of the Czech Olympic Committee, decided to step back from all communications and sponsorship material related to the 2024 Olympics. This retreat stems from the IOC’s contentious decision to permit Russian and Belarusian athletes’ participation amidst the ongoing Russia-Ukraine conflict.
Pilsner Urquell, under Asahi’s guidance, issued a statement titled “Pilsner Urquell does not want to support the Olympic Games in Paris under current conditions. It will send money to Czech athletes.” This move underscores
a shift in the brand’s focus towards directly supporting Czech athletes, aligning with the broader sentiments surrounding the geopolitical landscape.
Zuzana Dudová, Pilsner Urquell’s marketing manager, emphasized Asahi’s commitment to meeting its financial obligations to the Czech Olympic Committee. However, she clarified, the funds would be redirected to assist Czech athletes rather than promoting the Paris Olympic Games, a decision reflecting a conscientious stance amidst the complex backdrop of international relations.
