AB InBev has penned a deal to become the official beer partner for all major International Cricket Council (ICC) tournaments from next year.
The partnership will be spearheaded by Budweiser 0.0 in India, with other AB InBev brands also activating in Europe and Africa.
It includes all major ICC men’s and women’s events until the end of 2027, including the ICC Men’s T20 World Cup 2026 in India & Sri Lanka, the ICC Women’s T20 World Cup 2026 in the UK, the inaugural ICC Women’s Champions Trophy 2027 in Sri Lanka, the ICC World Test Championship Final 2027 in England, and the ICC Men’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia.
“Cricket is one of the world’s most popular and fastest-growing sports, and we are excited to connect with fans on this mega platform,” AB InBev CMO Marcel Marcondes said. “Beer is the beverage for socialisation and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”
ICC CEO Sanjog Gupta added: “AB InBev has been at the forefront of creating experiential activations to grow and deepen fandom. This partnership is a natural alliance between organisations striving to elevate moments, create memories and deliver experiences via innovation in avenues for fan engagement.”
It comes with AB InBev also in talks to become UEFA’s official beer partner, after Heineken elected not to renew its partnership with the Champions League organiser.
The brewer had entered into negotiations with UC3, a joint venture between UEFA and European Football Clubs (EFC). The potential deal would be global and cover all UEFA men’s club competitions for six seasons, UC3 said.
Reports suggest the deal could be worth up to €200m per season.
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