Anheuser-Busch InBev (AB InBev) confirmed the renewal of its commercial partnership with FIFA, the international governing body for association football, just days before the start of the 2026 tournament in North America. This agreement extends a relationship that first began in 1986 and guarantees the company’s exclusive beer category rights for the upcoming 2026 FIFA World Cup, the 2027 FIFA Women’s World Cup in Brazil, and the 2030 FIFA World Cup, which will be staged across Spain, Portugal and Morocco, with centenary matches in Uruguay, Argentina and Paraguay.
Michel Doukeris, CEO of AB InBev, stated that the partnership is essential for connecting the company's flagship brands, such as Budweiser and Michelob Ultra, with a global audience of billions. As part of its activation strategy for the 2026 event, the company has incorporated its Nütrl RTD brand to tap into the growing consumer demand for seltzers. This follows the company’s recent efforts to leverage high-profile sports marketing, including a long-term partnership with the International Olympic Committee (inside.beer, 12.01.2024).
Gianni Infantino, President of FIFA, noted that the extension provides long-term stability as the organization prepares for a historic cycle of events, including the centenary of the tournament in 2030. The collaboration highlights a period of intense commercial expansion for FIFA, which has recently secured new partners such as Salesforce, Fanatics, and YouTube.
For AB InBev, the deal is a cornerstone of its global brand-building and premiumization strategy. By maintaining a presence at the sport’s most prestigious events, the brewer aims to drive volume growth and market share in key regions, despite the ongoing challenges of shifting consumer preferences and the rise of no- and low-alcohol alternatives. The company continues to invest heavily in brand visibility, exemplified by recent campaigns featuring football star Lionel Messi.
