Key Takeaways
- The IOC extends its Worldwide Olympic Partnership with AB InBev through 2032.
- The partnership includes the 2030 Winter Olympics and the Brisbane 2032 Olympics.
- The TOP Partnership program represents the highest level of Olympic sponsorship, granting category-exclusive marketing rights to the Summer, Winter, and Youth Olympic Games for a select group of global partners.
Lausanne: The International Olympic Committee (IOC) announced on Monday that brewing company AB InBev has extended its Worldwide Olympic Partnership (TOP Partnership) through 2032.
Initially signed in January 2024 for the Los Angeles 2028 Olympics, the partnership now includes both the 2030 Winter Olympics in the French Alps and the Brisbane 2032 Olympics.
“We are raising a toast to already agreeing together with AB InBev to extend our Partnership until 2032. After experiencing their first Olympic Games as a Worldwide Olympic Partner in Paris last summer, the AB InBev team impressed us – and delighted fans across the world – with amazing celebrations of the Olympic Games through their Corona Cero marketing campaigns,” said IOC president Thomas Bach.
“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,” AB InBev CEO Michel Doukeris said.
“We are pleased to extend our relationship with the International Olympic Committee until 2032, and plan to continue activating the beer category to positively engage sports fans while helping to create a future with more cheers,” he added.
The IOC-IPC long-term collaboration agreement grants marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games. This agreement will allow for the promotion of the Paralympic Games and the IPC through the IOC’s marketing efforts.
The TOP Partnership program represents the highest level of Olympic sponsorship, granting category-exclusive marketing rights to the Summer, Winter, and Youth Olympic Games for a select group of global partners.
It currently includes 15 partners, with Chinese technology brand TCL recently signing as a top partner through to 2032 in the home audiovisual equipment and home appliance category.
