The partnership will likely be led by Budweiser 0.0, the model’s no-alcohol variant in India, with different AB InBev labels activating in Europe and Africa.
From attending a match in-stadium to watching one at a bar or pub with pals, beer stays a pure option to take pleasure in responsibly, particularly with decrease ABV and no-alcohol choices like Budweiser 0.0. By means of this partnership, AB InBev mentioned it goals to create extra moments of cheers, selection and celebration for cricket followers of authorized consuming age all over the world.
ICC CEO Sanjog Gupta mentioned: “Cricket is among the world’s most beloved sports activities with greater than two billion followers, and ICC occasions are its largest platforms for ardour, whereas AB InBev has been on the forefront of making experiential activations to develop and deepen fandom. This partnership is a pure alliance between organizations striving to raise moments, create reminiscences and ship experiences through innovation in avenues for fan engagement.”
AB InBev world chief advertising and marketing officer Marcel Marcondes mentioned: “Cricket is among the world’s hottest and fastest-growing sports activities, and we’re excited to attach with followers on this mega platform. Beer is the beverage for socialization and moderation, and our partnership with the ICC supplies one other event for our manufacturers to create unforgettable experiences for shoppers in all places.”
“Budweiser has been on the coronary heart of celebrations in India for 20 years, and because the main premium beer model within the nation, that is the proper second to carry our ardour for celebration to the game that brings hundreds of thousands collectively. Our ambition is to raise each cricket second – from the roar within the stands to the chants in dwelling rooms – and shine the highlight on the followers who make the sport iconic,” mentioned Kartikeya Sharma, President, AB InBev India.
The settlement covers all main ICC males’s and girls’s occasions by means of 2027 together with the ICC Males’s T20 World Cup 2026 in India and Sri Lanka, the ICC Ladies’s T20 World Cup 2026 within the UK, the inaugural ICC Ladies’s Champions Trophy 2027 in Sri Lanka, the ICC World Check Championship Last 2027 in England and the ICC Males’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia.
