June 9 – Welcomed with their money, but not with their product at the Qatar 2022 World Cup, AB InBev has nevertheless thrown the dice again with FIFA as official beer sponsor of FIFA Women’s World Cup 2023 and FIFA World Cup 2026.
Budweiser has traditionally been the brand chosen for promotion at men’s World Cups. The latest announcement doesn’t name a particular brand, rather saying that “AB InBev’s leading portfolio of brands will continue its tradition of celebrating the FIFA World Cup and football throughout the world.”
AB InBev has more than 500 beer brands including global brands Budweiser, Corona and Stella Artois; multi-country brands Beck’s, Hoegaarden, Leffe and Michelob ULTRA, and a vast number of local brands including Modelo, Castle and Jupiler.
FIFA Chief Business Officer Romy Gai said: “As one of our longest-standing sponsors, AB InBev’s investment will benefit the game, as well as football development all over the world, while bringing creativity and excitement to the experience that football fans will have during our most iconic tournaments.”
The women’s World Cup this year has been expanded to 32 teams while the men’s in 2026 will be the first with 48 teams. A lot more matches to drink beer at than in previous editions.
Keeping on message with the constantly emphasised mantra of being seen to give the women’s game a leg-up, FIFA said “investment in FIFA Women’s World Cup Australia & New Zealand 2023 (is) in line with FIFA and AB InBev’s goal to continue to elevate the women’s game globally”.
“FIFA World Cup tournaments are the most popular sporting events in the world. We are deeply connected to the fans and to football all over the world, which is why we’re excited about extending the relationship with FIFA,” said Marcel Marcondes, Chief Marketing Officer at AB InBev.
“Cheering and celebrating over a beer is a part of the experience for billions of football fans. We’re proud to continue offering new, meaningful ways to engage with fans and give unrivalled, immersive experiences that connect them to the sport that they love.”
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