AB InBev becomes official partner for ICC tournaments: Details here
What's the story
The International Cricket Council (ICC) has announced a landmark partnership with Anheuser-Busch InBev, the world's largest brewer. Under this deal, AB InBev will be the official beer partner for all major ICC tournaments from 2026 onward. The collaboration will kick off with Budweiser 0.0, Budweiser's non-alcoholic beer in India, and expand to other ABI mega brands in Europe and Africa.
Fan engagement
Partnership to enhance fan engagement and experiences
The ICC, in an official statement, said that the partnership aims to create more "moments of cheers, choice, and celebration for cricket fans across the globe." It will cover all major tournaments, including the Men's ICC T20 World Cup 2026 (India and Sri Lanka), the Women's T20 World Cup 2026 (UK), the innaugural Women's Champions Trophy in 2027 (Sri Lanka), the World Test Championship Final 2027, and the Men's Cricket World Cup 2027 (South Africa, Zimbabwe, and Namibia).
Partnership welcome
ICC CEO welcomes AB InBev to commercial partner list
ICC CEO Sanjog Gupta welcomed AB InBev to the list of commercial partners. "Cricket is one of the world's most loved sports, with more than two billion fans, and ICC events are its largest platforms for passion, while AB InBev has been at the forefront of creating experiential activations to grow fandom." Gupta added that the partnership is a "natural alliance between organizations striving to elevate moments, create memories, and deliver experiences via innovation in avenues for fan engagement."
Partnership excitement
AB InBev's Global CMO expresses elation
Marcel Marcondes, the Global Chief Marketing Officer of AB InBev, also expressed his elation about the partnership. "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," Marcondes said. The statement added, "Beer is the beverage for socialization and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere."