In a landmark announcement, AB InBev, the world’s leading brewer, has been named the Official Beer Partner of the International Cricket Council (ICC). Starting in 2026, AB InBev’s partnership will span all major ICC tournaments, with Budweiser 0.0—the no-alcohol beer in India—taking the lead in fan activations. The collaboration aims to enhance cricket fan experiences both in stadiums and at home, combining excitement, celebration, and responsible enjoyment.
The partnership emphasizes global fan engagement, from live stadium events to watching matches at bars or pubs. ICC CEO Sanjog Gupta highlighted the synergy, stating that cricket’s massive fanbase and AB InBev’s expertise in creating memorable experiences make this a natural alliance. Fans can look forward to interactive fan zones, experiential campaigns, and exciting activations that blend cricket passion with brand engagement.
AB InBev’s portfolio, including Budweiser, Corona, Stella Artois, and Michelob Ultra, will feature prominently across ICC events. From the ICC Men’s T20 World Cup 2026 in India and Sri Lanka to the ICC Men’s Cricket World Cup 2027 in South Africa, Zimbabwe, and Namibia, the brand will create memorable moments for cricket enthusiasts of legal drinking age worldwide. In India, Budweiser 0.0 will provide a lower-alcohol and no-alcohol option for fans to enjoy responsibly while celebrating the game.
Cricket fans can expect a blend of socialization and moderation, with AB InBev aiming to make every match an experience. Global Chief Marketing Officer Marcel Marcondes noted that cricket’s growing popularity offers an ideal platform to connect with audiences, creating shared memories and interactive fan experiences. The partnership underscores how sport and beverage brands can collaborate to enhance global entertainment, cultural engagement, and brand visibility.
The ICC and AB InBev alliance reflects a long-term vision to elevate cricket celebrations worldwide. With over two billion cricket fans globally, this collaboration combines the thrill of the game with fan engagement, responsible enjoyment, and marketing innovation. From interactive activations to global promotions, AB InBev’s presence at ICC tournaments promises unforgettable cricket moments for fans while expanding the global footprint of its iconic beer brands.