The International Olympic Committee (IOC) has recently made a significant addition to its roster of sponsors, signing a deal with Anheuser-Busch InBev (AB InBev), making it the first-ever beer brand to join the IOC's sponsorship program. The deal, which covers the next three Summer and Winter Games, was announced by the IOC and AB InBev. AB InBev, the Belgian-based brewing giant, is known for its popular brands such as Budweiser, Corona, Michelob, and Modelo.
Under the agreement, Corona Cero, the zero-alcohol version of the renowned Corona beer, will become the 'global beer sponsor of the Olympic Games,' as stated in a joint statement by the IOC and AB InBev. The exact value of the deal has not been disclosed, but it is estimated that some sponsors in the IOC's TOP (The Olympic Partner) program pay upwards of $300 million for a four-year commercial cycle.
