IOC and AB InBev Extend Olympic Partnership Through 2032
The IOC has extended its partnership with AB InBev through 2032, covering two upcoming Olympic events. This continuation highlights the successful collaboration during the Paris Games, focusing on fan engagement and responsible consumption through brands like Corona Cero and Michelob ULTRA.
The International Olympic Committee (IOC) has announced that AB InBev will continue its Worldwide Olympic Partnership until 2032, extending from their original agreement that was set to conclude after the Los Angeles 2028 Olympics. This extension now covers two upcoming Olympic events: the Winter Games in the French Alps in 2030 and the Games in Brisbane in 2032.
IOC President Thomas Bach expressed enthusiasm about this partnership continuation, praising AB InBev’s impactful marketing during their first Olympic experience in Paris, which boosted global fan engagement. “We are raising a toast to already agreeing together with AB InBev to extend our Partnership until 2032,” he stated, acknowledging the successful Corona Cero marketing campaigns from the Paris Games.
AB InBev’s CEO, Michel Doukeris, highlighted the significance of the Olympic Games in connecting beer and sports, reflecting on their strategy for reaching sports fans. He stated, “The Olympic Games Paris 2024 demonstrated the global importance and reach of the Olympic Games and solidified what we already knew, and that is that beer and sports are better together.”
During the Paris 2024 Games, AB InBev’s Corona Cero engaged fans with responsible consumption messages and achieved significant growth. Additionally, AB InBev optimizes its sponsorship role by supporting the Paralympic Games, showcasing inclusivity.
The partnership underscores a commitment to responsible consumption in sporting events, with Corona Cero serving as the global beer sponsor. Furthermore, Michelob ULTRA will represent AB InBev’s U.S. sponsorship during the Olympic and Paralympic Games.
AB InBev’s Chief Marketing Officer, Marcel Marcondes, noted the ongoing global attention on Olympic events, which makes Corona Cero a fitting choice for sponsorship. He said, “By combining this fast-growing brand with our fresh perspective on the fan experience, we deliver more choices for those moments that deserve a beer.”
Jiří Kejval, Chair of the IOC Revenues and Commercial Partnerships Commission, praised AB InBev’s valuable contributions, affirming their status as a premier partner in the TOP Programme. The extended agreement also encompasses marketing rights for the International Paralympic Committee, reinforcing a unified commitment to sports.
In conclusion, the extension of the Worldwide Olympic Partnership between the IOC and AB InBev until 2032 represents a continued commitment to enhance the Olympic experience through responsible marketing and fan engagement. Both organizations celebrate a shared vision for promoting sports while also emphasizing responsible consumption practices. This partnership aims to create memorable moments across multiple Olympic events.
Original Source: www.olympics.com
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