The partnership can be led by Budweiser 0.0, the model’s no-alcohol variant in India, with different AB InBev labels activating in Europe and Africa.
From attending a match in-stadium to watching one at a bar or pub with buddies, beer stays a pure option to take pleasure in responsibly, particularly with decrease ABV and no-alcohol choices like Budweiser 0.0. Through this partnership, AB InBev mentioned it goals to create extra moments of cheers, alternative and celebration for cricket followers of authorized consuming age world wide.
ICC CEO Sanjog Gupta mentioned: “Cricket is one of the world’s most loved sports with more than two billion fans, and ICC events are its largest platforms for passion, while AB InBev has been at the forefront of creating experiential activations to grow and deepen fandom. This partnership is a natural alliance between organizations striving to elevate moments, create memories and deliver experiences via innovation in avenues for fan engagement.”
AB InBev international chief advertising officer Marcel Marcondes mentioned: “Cricket is one of the world’s most popular and fastest-growing sports, and we are excited to connect with fans on this mega platform. Beer is the beverage for socialization and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”
“Budweiser has been on the coronary heart of celebrations in India for twenty years, and because the main premium beer model within the nation, that is the right second to carry our ardour for celebration to the game that brings thousands and thousands collectively. Our ambition is to raise each cricket second – from the roar within the stands to the chants in residing rooms – and shine the highlight on the followers who make the sport iconic,” mentioned Kartikeya Sharma, President, AB InBev India.
The settlement covers all main ICC males’s and girls’s occasions by means of 2027 together with the ICC Men’s T20 World Cup 2026 in India and Sri Lanka, the ICC Women’s T20 World Cup 2026 within the UK, the inaugural ICC Women’s Champions Trophy 2027 in Sri Lanka, the ICC World Test Championship Final 2027 in England and the ICC Men’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia.