Brewing giant Anheuser-Busch (AB InBev) has extended its commercial partnership with soccer’s FIFA international body days to cover the flagship men’s 2030 World Cup, days before the start of the 2026 edition.
The deal will see AB InBev remain the official beer sponsor of the FIFA World Cup through 2030, extending its current agreement that was due to end after the 2027 Women’s World Cup in Brazil.
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The new agreement extends the pair’s relationship to over 40 years, with the pair first partnering in 1986.
The 2030 World Cup, to be played across Morocco, Portugal, and Spain, will mark the 100th anniversary of the tournament, with matches also to be held in Argentina, Paraguay, and Uruguay to commemorate the latter’s hosting of the inaugural edition in 1930.
The 2027 Women’s World Cup, meanwhile, will be held in Brazil – the first time the women’s edition will be held in South America.
AB InBev chief executive Michel Doukeris said: “The FIFA World Cup is the world’s biggest sporting event, capturing the attention of billions of fans.
“For 40 years, our brands have been at the centre of these celebrations, reinforcing beer’s strong connection to the culture of sport. We’re excited to continue our partnership with FIFA, creating more unforgettable moments of cheers for fans everywhere.”
The deal has been secured two days before the start of the 2026 World Cup, being held across the US, Mexico, and Canada, where AB InBev will serve as the official beer sponsor.
As part of its current World Cup partner package, AB InBev most recently added its Nütrl RTD brand to the sponsorship, which will hold official seltzer sponsor status at the tournament.
Activation plans for Nütrl include in-stadium presence alongside on- and off-premises activity in the US. AB InBev will also run a national sweepstake offering prizes including match tickets and a “FIFA World Cup Final weekend experience."
FIFA president Gianni Infantino said: “AB InBev has helped elevate FIFA’s tournaments and events since 1986, and even before a ball has been kicked here in North America in 2026, we are delighted to confirm that it will continue to work with us during a period that will see the world unite in celebration of the centenary of the FIFA World Cup and women’s football taken to epic new heights.”
The expansion continues AB InBev’s recent commercial activity in the run-up to the 2026 World Cup, having most recently announced a new partnership with Canada Soccer centering around its Michelob Ultra Canada subsidiary.
AB InBev also recently released a commercial for Michelob Ultra fronted by soccer legend Lionel Messi, who is a brand ambassador.
AB InBev also served as the official beer partner of FIFA’s inaugural 2025 Club World Cup competition.
FIFA, meanwhile, has announced several last-minute deals alongside AB InBev, including with customer relationships management provider Salesforce, which has become an official tournament supporter of the 2026 and 2027 World Cup editions.
In the same week, the body was finally able to secure a last-minute rights agreement in India with media enterprise Zee Entertainment, narrowly avoiding a blackout in one of the world’s most populous countries.
In May, Betano, the sports betting brand owned by Kaizen Gaming, joined FIFA’s commercial slate as a regional sponsor for the World Cup, covering the South American and European markets.
