AB InBev becomes official beer partner for ICC global tournaments

The International Cricket Council has announced a landmark global partnership with AB InBev, appointing the brewer as the Official Beer Partner for all major ICC tournaments starting in 2026. The agreement positions the world’s leading brewer across the ICC’s global event portfolio, spanning both men’s and women’s cricket through to 2027.

The partnership will be led by Budweiser 0.0 in India, AB InBev’s no-alcohol beer offering, reflecting the company’s focus on moderation and choice. Other AB InBev mega brands will activate across Europe and Africa, aligning with regional market strategies and local consumption preferences. The collaboration is designed to reach fans across multiple viewing occasions, including live stadium attendance, bars, pubs and home viewing.

AB InBev’s association with the ICC is intended to integrate responsible beer consumption into cricket’s social viewing culture. With lower alcohol-by-volume and no-alcohol options such as Budweiser 0.0, the brewer aims to position beer as part of responsible celebration among fans of legal drinking age. The partnership will focus on creating shared moments of engagement and celebration around cricket’s biggest events worldwide.

ICC chief executive officer 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 organisations 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.”

Gupta’s comments highlight the ICC’s focus on fan engagement beyond the match itself, with brand partnerships playing a growing role in shaping how audiences interact with global tournaments across physical and digital environments.

Marcel Marcondes, global chief marketing officer of AB InBev, emphasised cricket’s scale and growth as key drivers of the partnership. He 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 socialisation and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”

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", said Kartikeya Sharma, President, AB InBev India

The agreement covers all major ICC events through 2027. These include the ICC Men’s T20 World Cup 2026, to be hosted in India and Sri Lanka, and the ICC Women’s T20 World Cup 2026 in the UK. The partnership also spans 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, which will be staged across South Africa, Zimbabwe and Namibia.

The partnership links one of the world’s largest brewers with cricket’s most valuable commercial properties. For the advertising and marketing industry, it underscores the increasing importance of multi-market, multi-platform activations that combine live sport, responsible consumption messaging and experiential brand engagement at scale.