Anheuser-Busch Enhances FIFA Alliance For 2023 Women’s, 2026 Men’s World Cups
Thursday, June 8, 2023 at 09:22PM By Barry Janoff
June 8, 2023: AB InBev said today it has extended and enhanced its nearly 40-year partnership with FIFA featuring Budweiser as the official beer sponsor of the Women’s World Cup 2023 and the Men's World Cup 2026.
The FIFA Women’s World Cup Australia & New Zealand (July 20-Aug. 20, 2023) will have 32 teams in the competition for the first time.
The FIFA World Cup 2026 ( May 31-July 19, 2026) will be the first to be hosted by three countries, with 48 participating teams and 104 matches in 16 cities across Canada, Mexico and the U.S.
The host nation for the 2027 Women’s World Cup will be named in 2024, with the U.S. among those bidding.
Financial terms of the extension were not shared.
“FIFA World Cup tournaments are the most popular sporting events in the world,” Marcel Marcondes, AB InBev CMO, said via the company, with Budweiser the official World Cup sponsor since the 1986 Tournament.
“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."
AB InBev ran into obstacles during the 2022 FIFA Men’s World Cup in Qatar when organizers at the last minute did not allow stadiums to sell alcoholic beer.
AB InBev joins other global companies that have recently extended and/or enhanced their alliances with FIFA for the next two World Cups, including Unilever, Visa and Hyundai-Kia.
FIFA partners for the Women’s World Cup 2023 include adidas, Anheuser-Busch (Budweiser), Coca-Cola, Globant, McDonald’s, Unilever, Visa, Wanda Group and Xero.
“We are proud to renew this successful partnership, which will undoubtedly reach new heights in 2023 and 2026,” Romy Gai, FIFA chief business officer, said via the organization.
“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.”
In addition to multi-media marketing support, AB InBev and other companies will be part of the first Women’s World Cup Fan Festival, being planned for all nine host cities in Australia and New Zealand.
The FIFA Fan Fest previously appeared at four editions of the FIFA Men’s World Cup, starting with the FIFA World Cup Germany 2006 through last year at the FIFA World Cup Qatar 2022.
According to FIFA, all FIFA Fan Festivals will be “free for all ages and provide a vibrant destination for everyone to celebrate the global game and experience the best in football, music, entertainment, local culture, food, and games.”
People will be able to watch FIFA Women’s World Cup 2023 matches on screens at each venue.
According to Marcondes “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.”
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