AB InBev has announced a new “landmark” deal with The International Cricket Council (ICC) governing body.
The tie-up, which starts next year, will see AB InBev become “the official beer partner” for all “major” cricket tournaments, including the 2026 ICC Men’s T20 World Cup and the 2027 Women’s Champions Trophy.
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“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,” Marcel Marcondes, AB InBev’s chief marketing officer, said.
In October, it emerged AB InBev was in negotiations to become a global partner for the next cycle of UEFA men’s club soccer competitions.
The Stella Artois owner entered an exclusive negotiation period with European soccer’s UEFA governing body over a possible deal covering the 2027-33 commercial cycle. Should a deal be struck, AB InBev will replace Dutch brewing giant Heineken, which has been UEFA’s beer sponsor for its array of club competitions since the early 1990s.
In September, AB InBev agreed a partnership with prominent streaming service Netflix to advertise on its sports coverage.
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By GlobalDataICC chief executive Sanjog Gupta said the organisation’s deal with AB InBev was “a natural alliance between organizations striving to elevate moments, create memories, and deliver experiences via innovation in avenues for fan engagement”.
Gupta added: “We welcome AB InBev to the ICC’s august list of commercial partners and look forward to co-delivering multi-modal event experiences across our tournaments and amplifying excitement for the sport around the world.”
The ICC’s other “global partners” include soft drinks giant The Coca-Cola Co., Dubai real estate company Sobha, grooming brand Rexona and tech multinational Google.
