Global brewing major AB InBev has announced a new worldwide partnership with the International Cricket Council (ICC). Under this agreement, effective from 2026, AB InBev will become the Official Beer Partner for all major ICC tournaments.
The partnership will be spearheaded by Budweiser 0.0, Budweiser’s non-alcoholic beer in India, while other AB InBev brands will activate across markets in Europe and Africa.
Commenting on the association, Marcel Marcondes, Global Chief Marketing Officer of AB InBev, said that cricket is one of the fastest-growing and most widely followed sports in the world, making it an ideal platform to connect with fans globally. He added that beer is closely linked with social occasions and moderation, and this partnership will help AB InBev create memorable experiences for consumers worldwide.
ICC Chief Executive Officer Sanjog Gupta said that with over two billion fans, cricket is among the most loved sports globally, and ICC events serve as the biggest stages for fan passion. He noted that AB InBev has a strong track record in creating engaging fan experiences, making this collaboration a natural fit. Gupta added that the ICC looks forward to working with AB InBev to deliver innovative, multi-format fan engagement and unforgettable match-day experiences across its tournaments.
The partnership covers all major ICC men’s and women’s events through 2027. These include the ICC Men’s T20 World Cup 2026 in India and Sri Lanka, the ICC Women’s T20 World Cup 2026 in the UK, the first-ever 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 to be hosted by South Africa, Zimbabwe and Namibia.
