AB InBev announced a global partnership with the International Cricket Council that will cover all major ICC tournaments through 2027, launching in 2026. The deal designates Budweiser 0.0 as the flagship product in India, while other megabrands such as Budweiser, Corona and Stella Artois will be activated across Europe and Africa.
The partnership gives AB InBev a platform to reach more than two billion cricket fans worldwide, positioning its brands in stadiums, bars and at home during high‑profile events. It aligns with the company’s premiumisation and digital engagement strategy, leveraging cricket’s status as one of the world’s fastest‑growing sports.
The deal is part of AB InBev’s broader “Beyond Beer” strategy, which seeks to diversify revenue streams and promote responsible consumption. Budweiser 0.0, a no‑alcohol beer, will be highlighted to offer a choice for fans of legal drinking age, supporting the company’s commitment to responsible drinking.
AB InBev’s recent financial performance underpins the strategic rationale. Q3 2025 revenue rose 0.9% to $4.12 billion, with EBITDA expanding 3.3% to $1.07 billion, driven by strong demand for megabrands and the growing no‑alcohol portfolio. CEO Michel Doukeris emphasized that the partnership will reinforce the brand’s resilience amid commodity cost inflation and supply‑chain pressures.
Management highlighted that the partnership will deepen consumer engagement and create new activation opportunities across key markets such as India, Sri Lanka, the UK, South Africa and Namibia. Global CMO Marcel Marcondes said the deal provides a “mega platform” to connect with cricket fans and reinforce the brand’s socialization narrative.
While the financial terms of the deal were not disclosed, analysts view the partnership as a strategic win that could boost brand equity and support long‑term growth in high‑margin markets. The move also positions AB InBev alongside other major ICC commercial partners, such as Coca‑Cola, strengthening its competitive stance in the global sports‑marketing arena.
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