Brewing giant Anheuser-Busch InBev has extended its commercial partnership with soccer’s FIFA international body days to cover the flagship men’s 2030 World Cup, days before the start of the 2026 tournament.
The deal will see AB InBev remain the official beer sponsor of the FIFA World Cup through 2030, extending an agreement that was due to end after the 2027 Women’s World Cup in Brazil.
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The new deal will take their tie-up beyond 40 years, with the pair first partnering in 1986.
The 2030 World Cup, to be played across Morocco, Portugal, and Spain, will mark the 100th anniversary of the tournament. Matches will also be held in Argentina, Paraguay and Uruguay to commemorate the latter’s hosting of the inaugural edition in 1930.
The 2027 Women’s World Cup, meanwhile, will be held in Brazil – the first time the women’s edition will be held in South America.
AB InBev chief executive Michel Doukeris said: “The FIFA World Cup is the world’s biggest sporting event, capturing the attention of billions of fans.
“For 40 years, our brands have been at the centre of these celebrations, reinforcing beer’s strong connection to the culture of sport. We’re excited to continue our partnership with FIFA, creating more unforgettable moments of cheers for fans everywhere.”
The deal has been secured two days before the start of the 2026 World Cup, being held across the US, Mexico, and Canada, where AB InBev will serve as the official beer sponsor.
As part of its current World Cup partner package, AB InBev most recently added its Nütrl RTD brand to the sponsorship, which will hold “official seltzer” status at the tournament.
AB InBev will also run a national sweepstake offering prizes including match tickets and a “FIFA World Cup Final weekend experience.”
FIFA president Gianni Infantino said: “AB InBev has helped elevate FIFA’s tournaments and events since 1986, and even before a ball has been kicked here in North America in 2026, we are delighted to confirm that it will continue to work with us during a period that will see the world unite in celebration of the centenary of the FIFA World Cup and women’s football taken to epic new heights.”
The expansion continues AB InBev’s recent commercial activity in the run-up to the 2026 World Cup, having most recently announced a new partnership with Canada Soccer centering around Michelob Ultra.
The brewer also recently released a commercial for Michelob Ultra fronted by soccer legend Lionel Messi, who is a brand ambassador.
