AB InBev, the world's leading brewer, has joined forces with the International Cricket Council (ICC), to become the official beer partner of all major ICC events, starting from the upcoming T20 World Cup. Budweiser, the face of AB InBev and one of the world's most popular beer brands, will lead this partnership with its range of lower-alcohol-by-volume (ABV) and non-alcoholic beers.
“We are thrilled to announce our partnership with the International Cricket Council. Budweiser has been at the heart of celebrations in India for two decades, and as the leading premium beer brand in the country, this is the perfect moment to bring our passion for celebration to the sport that brings millions together," said Kartikeya Sharma, President, AB InBev India.
It's not the first time that Budweiser has sponsored the mega sporting events. The brand boasts a long-standing relationship with FIFA, the governing body of football, and has created many iconic campaigns over the years, the latest being 'Bring Home The Bud' for the 2025 Club World Cup.
Their partnership with the ICC reflects the ever-rising popularity of cricket. The brand intends to solidify its presence in the Indian subcontinent, where cricket is the most popular pastime.
“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," said Marcel Marcondes, Global Chief Marketing Officer of AB InBev. "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," he added.
Given the next two years of the cricketing calendar are brimming with high-octane events, there could not have been a better time for Budweiser to get on board. Moreover, a recent surge in interest in women's cricket after India clinched their maiden ODI World Cup title has also heightened the expectations of the brand from women's cricket, and they want to join the bandwagon. Their partnership, beginning with the T20 World Cup 2026, will also cover the Women's T20 World Cup 2026, the inaugural Women's Champions Trophy 2027, and most importantly, the World Test Championship and the ODI World Cup in 2027.
Reflecting on this union, Sanjog Gupta, ICC CEO, 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. 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.”
