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AB InBev and International Cricket Council Announce Landmark Global Partnership

  • The International Cricket Council (ICC) appointed AB InBev as the Official Beer Partner for all major ICC tournaments starting in 2026.
  • The partnership will be led by Budweiser 0.0 in India, with other AB InBev mega brands activating in Europe & Africa.
  • The agreement covers all major ICC men's & women's events through 2027, including the Men's T20 World Cup 2026, Women's T20 World Cup 2026, inaugural Women's Champions Trophy 2027, World Test Championship Final 2027, & Men's Cricket World Cup 2027.
  • ICC CEO Sanjog Gupta highlighted the alliance as a natural fit for elevating fan engagement & delivering multi-modal event experiences.
  • AB InBev Global CMO Marcel Marcondes stated the deal allows brands to create unforgettable experiences for consumers on cricket's fastest-growing platform.
  • The partnership aims to provide responsible drinking options with lower alcohol-by-volume & no-alcohol choices for fans of legal drinking age.
  • AB InBev is a publicly traded company with over 500 beer brands, 144,000 employees in nearly 50 countries, & 2024 reported revenue of $59.8 billion USD.
  • The ICC serves as the global governing body for cricket, representing 110 members & overseeing major international tournaments.