AB InBev has extended our nearly 40-year partnership with FIFA as the official beer sponsor of the FIFA Women’s World Cup 2023™ and the FIFA World Cup 2026™. The global sponsorship agreement maintains our category exclusivity for the biggest football events for both women and men.
The two tournaments will make history with notable firsts, providing our leading portfolio of brands new opportunities to brew excitement for fans all around the world. The FIFA Women’s World Cup™ will make its debut in the southern hemisphere next month in Australia and Aotearoa New Zealand, with 32 teams also taking part in the competition for the first time. The investment in FIFA Women’s World Cup Australia & New Zealand 2023™ aligns with FIFA and AB InBev’s goal to continue to elevate the women’s game globally.
FIFA World Cup 2026™ will be the first tournament to be hosted by three countries, with 48 participating teams and 104 matches in 16 cities across Canada, Mexico and the United States.
“FIFA World Cup tournaments are the most popular sporting events in the world. We are deeply connected to the fans and to football all over the world, which is why we’re excited about extending the relationship with FIFA,” said Marcel Marcondes, Chief Marketing Officer at AB InBev. “Cheering and celebrating over a beer is a part of the experience for billions of football fans. We’re proud to continue offering new, meaningful ways to engage with fans and give unrivalled, immersive experiences that connect them to the sport that they love.”
“We are proud to renew this successful partnership, which will undoubtedly reach new heights in 2023 and 2026,” said FIFA Chief Business Officer Romy Gai. “As one of our longest-standing sponsors, AB InBev’s investment will benefit the game, as well as football development all over the world, while bringing creativity and excitement to the experience that football fans will have during our most iconic tournaments.”