AB InBev is seeking a USD 47 million discount for its sponsorship of the 2026 FIFA World Cup in the U.S., Mexico, and Canada after last week’s decision to ban beer from all World Cup stadiums less than 48 hours before the start of the 2022 FIFA World Cup in Qatar. (inside.beer, 18.11.2022)
With its flagship brand Budweiser, the world’s leading brewer is a long standing beer sponsor of the FIFA World Cup. The company has two agreements in place, one for the running 2022 FIFA World Cup in Qatar worth USD 75m and another one for the 2026 FIFA World Cup in North America worth USD 112 million. The discount would come off the 2026 deal, reported Front Office Sports.
After FIFA's surprise decision, AB InBev expects a large amount of unsold beer at the end of the tournament. The company posted on Twitter a picture of a warehouse filled to the ceiling with unsold beer that will be given to the winning country of the World Cup.