# Alcohol Sporting Partnerships AB InBev Will Be the Sponsor of the Olympics Until 2028 By Ell Smith | Published 2024-01-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ab-inbev References: [thedrinksbusiness](https://www.thedrinksbusiness.com/2024/01/ab-inbev-sponsors-olympics-after-asahi-pullout/) & [ab-inbev](https://www.ab-inbev.com/)  [AB InBev](https://www.trendhunter.com/trends/corona-cero-for-every-golden-moment) secures a historic role as the [International Olympic Committee's](https://www.trendhunter.com/trends/asahi-super-dry-1) global sponsor until 2028, filling the void left by Asahi's Paris sponsorship exit. The announcement reveals that AB InBev's alcohol-free brand, [Corona Cero](https://www.trendhunter.com/trends/corona-cero), will be the official global beer sponsor for the Olympic Games in 2024, 2026, and 2028. This significant partnership underscores the enduring importance of beer in the consumer market, reflecting its universal appeal. For AB InBev, this sponsorship represents a major milestone, providing an unmatched global stage at legacy events like the Olympics to connect with consumers, solidify brand prominence, and amplify its influence in the beverage industry. According to AB InBev CEO Michel Doukeris: “Beer is the beverage of moderation and choice, and so it’s fitting to lead with Corona Cero, for this occasion.” Image Credit: Olympics, The Drinks Business ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 35% | Activity: 57% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Alcohol-free Beverages:** The selection of AB InBev's alcohol-free brand, Corona Cero, as the official global beer sponsor for the Olympic Games in 2024, 2026, and 2028 highlights the growing trend towards alcohol-free beverage options. - **Global Sports Sponsorship:** AB InBev securing its role as the International Olympic Committee's sponsor until 2028 demonstrates the ongoing trend of global brands leveraging sports partnerships to enhance their visibility and reach. - **Legacy Event Marketing:** AB InBev's sponsorship of the Olympics provides an unmatched global stage to connect with consumers and solidify brand prominence, revealing the trend of leveraging legacy events for impactful marketing campaigns. ### Who This Affects Most - **Beverage:** The partnership between AB InBev and the Olympic Games underscores the enduring importance of beer and alcohol-free beverages in the consumer market. - **Sports:** The global sports sponsorship trend is creating opportunities for brands like AB InBev to increase their influence in the beverage industry through strategic sponsorships. - **Marketing and Advertising:** AB InBev's sponsorship of the Olympics showcases the trend of leveraging legacy events for marketing purposes, providing an opportunity for other brands to enhance their visibility and amplify their influence. ## Related on Trend Hunter - [Olympic-Themed Beer Campaigns](https://www.trendhunter.com/trends/corona-cero-for-every-golden-moment.md) - [Exclusive Olympic Beer Sponsors](https://www.trendhunter.com/trends/michelob-ultras.md) - [Esports Beer Sponsorships](https://www.trendhunter.com/trends/heineken-00-1.md) - [Hospitality Olympic Partners](https://www.trendhunter.com/trends/2024-olympics1.md) - [Latin American eSports Partnerships](https://www.trendhunter.com/trends/liga-latinoamerica.md) - [Non-Alcoholic Beer Deals](https://www.trendhunter.com/trends/athletic-brewing-company-1.md) - [Non-Alcoholic Beer Racing Partners](https://www.trendhunter.com/trends/estrella-galicia.md) - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md)