AB InBev has entered into a global partnership with the International Cricket Council (ICC), becoming the Official Beer Partner for all major ICC tournaments beginning 2026. The collaboration has been led by Budweiser 0.0 in India, with other AB InBev brands set to activate across Europe and Africa.
The company has emphasised that its portfolio of lower-ABV and no-alcohol options has aligned well with in-stadium and out-of-home cricket-viewing occasions. Through the association, AB InBev has aimed to build responsible, fan-centric experiences for cricket audiences of legal drinking age worldwide.
The agreement has covered a full slate of ICC men’s and women’s events through 2027, including the ICC Men’s T20 World Cup 2026 in India and Sri Lanka, the ICC Women’s T20 World Cup 2026 in the UK, the inaugural ICC Women’s Champions Trophy 2027 in Sri Lanka, the ICC World Test Championship Final 2027 in England, and the ICC Men’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia.
ICC CEO, Sanjog Gupta 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.”
Kartikeya Sharma, President, AB InBev India, on the occasion said, “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. Our ambition is to elevate every cricket moment – from the roar in the stands to the chants in living rooms – and shine the spotlight on the fans who make the game iconic. Together with the ICC, we will deliver world-class experiences that make cricket celebrations unmistakably Budweiser – proudly, responsibly, and always in the hands of those who make the moment matter”
Global Chief Marketing Officer of AB InBev, Marcel Marcondes 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.”
