AB InBev and ICC Announce Landmark Global Partnership: In a historic move that will reshape the fan experience at major global cricket events, the International Cricket Council (ICC) has announced a landmark worldwide partnership with AB InBev — the largest brewer on the planet and home to some of the world’s most iconic beverage brands.
Beginning in 2026, AB InBev will officially serve as the Official Beer Partner for all major ICC tournaments, marking one of the most significant commercial alliances in the sport’s recent history.
This long-term partnership will span multiple continents, diverse markets, and some of cricket’s biggest stages, bringing fans innovative engagement opportunities and celebratory experiences across ICC’s men’s and women’s events until 2027.
Budweiser 0.0 to Lead the Partnership in India
One of the highlights of this new collaboration is the role of Budweiser 0.0, AB InBev’s no-alcohol beer, which will be the lead brand for the Indian market.
With alcohol regulations varying across regions, Budweiser 0.0 provides a responsible, compliant, and high-energy way to connect with fans during major cricket events.
In Europe and Africa, other major AB InBev global brands will take center stage, offering tailored experiences based on local preferences and market strengths.
This multi-brand, multi-region activation ensures AB InBev reaches millions of cricket fans in a way that aligns with regional cultures, legal frameworks, and fan consumption choices.
What the Partnership Covers: A Packed Line-Up of ICC Events
The AB InBev–ICC alliance covers all marquee ICC tournaments through 2027, including:
Men’s Events
- ICC Men’s T20 World Cup 2026 (India & Sri Lanka)
- ICC World Test Championship Final 2027
- ICC Men’s Cricket World Cup 2027 (South Africa, Zimbabwe & Namibia)
Women’s Events
- ICC Women’s T20 World Cup 2026 (United Kingdom)
- Inaugural ICC Women’s Champions Trophy 2027 (Sri Lanka)
This makes AB InBev a prominent presence across the entire ICC ecosystem for two years, providing visibility across stadiums, digital platforms, fan zones, hospitality areas, and interactive fan experiences.
Creating New Moments of Celebration for Cricket Fans Worldwide
ICC and AB InBev have emphasized that this partnership isn’t just about branding — it’s about enhancing the overall fan experience.
From exclusive viewing zones and stadium activations to creative digital engagement strategies, the collaboration aims to create “moments of cheers, choice and celebration” for millions of cricket lovers around the world.
The focus will be on connecting with fans of legal drinking age, offering them memorable and socially responsible ways to enjoy the sport.
ICC on the Partnership: “A Natural Alliance for Fan Engagement”
ICC CEO Sanjog Gupta hailed the collaboration as a strategic move that aligns with cricket’s growing global footprint.
He 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. AB InBev has been at the forefront of creating experiential activations to deepen fandom. This partnership is a natural alliance between organizations striving to elevate moments, create memories, and deliver experiences via innovative fan engagement.”
Gupta also welcomed AB InBev into ICC’s roster of premium global partners and expressed confidence that upcoming tournaments will become even more dynamic and immersive for fans worldwide.
AB InBev’s View: A Chance to Connect With a Massive Global Fanbase
Global Chief Marketing Officer at AB InBev, Marcel Marcondes, emphasized cricket’s massive global influence and the company’s excitement about engaging with fans on such a grand stage.
He said:
“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.”
With billions of cricket followers across Asia, Europe, Africa, and beyond, AB InBev’s involvement allows the brand to connect with one of the most passionate and rapidly expanding sports audiences in the world.
Why This Partnership Matters for Global Cricket
This collaboration reflects a shift in how sports, brands, and fans interact. Key reasons why it stands out:
1. Fan Experience Will Be Transformed
Expect more interactive fan zones, digital games, innovative social campaigns, and high-energy matchday experiences.
2. Responsible Celebration
With Budweiser 0.0 leading in India, the partnership promotes responsible enjoyment without compromising the fun.
3. Global Activation Across Multiple Markets
Different AB InBev brands will activate across continents, tailoring experiences for diverse audiences.
4. Major Visibility at Iconic ICC Events
From the T20 World Cup to the Cricket World Cup, the brand will be visible at the biggest stages in cricket.
Final Thoughts
The AB InBev–ICC partnership marks a bold step toward creating richer, more immersive experiences for cricket fans across the globe. With world-class tournaments scheduled from 2026 to 2027 and a global audience in the billions, this alliance promises to bring innovation, excitement, and unforgettable celebratory moments to the sport.