The International Cricket Council (ICC) governing body has announced a new “landmark” partnership with global alcoholic beverage group AB InBev.
Through the partnership, which will begin in 2026, AB InBev will become the official beer partner of all top-tier ICC events on a multi-year basis.
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This will include the upcoming 2026 ICC Men’s T20 World Cup (India and Sri Lanka) and Women’s T20 World Cup (UK), the 2027 Women’s Champions Trophy (Sri Lanka), the 2027 ICC World Test Championship Final, and the 2027 ICC Men’s Cricket World Cup (South Africa, Namibia, Zimbabwe).
Leading the partnership will be AB InBev’s non-alcoholic Budweiser 0.0 brand, although a range of the company’s other high-profile beers will feature in markets such as Europe and Africa.
Speaking on the partnership, ICC chief executive Sanjog Gupta said: “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.
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By GlobalData“We welcome AB InBev to the ICC’s august list of commercial partners and look forward to co-delivering multi-modal event experiences across our tournaments and amplifying excitement for the sport around the world."
Other members of the ICC’s global partners tier include soft drinks giant Coca-Cola, Dubai real estate company Sobha, grooming brand Rexona, and tech multinational Google.
This new agreement closes out what has been a strong year for AB InBev in the sports sponsorship space.
Back in October, InBev entered exclusive negotiations with European soccer’s UEFA governing body to become a global partner for the next cycle of its elite men's club soccer competitions.
That deal would see InBev supplant Dutch rivals Heineken and take over one of the most prominent pieces of soccer inventory globally.
In November, AB InBev’s Budweiser brand partnered with Italian soccer giants AC Milan, while in June, its Corona brand entered a supply deal for the 2025 World Aquatics Championships and World Aquatics Masters.
AB InBev also agreed a partnership with prominent streaming service Netflix to advertise on its sports coverage.
