ICC names AB InBev as Official Beer Partner

The International Cricket Council (ICC) has confirmed that AB InBev will serve as the Official Beer Partner for all its major tournaments beginning in 2026. The association will be fronted in India by Budweiser 0.0, the brand’s no-alcohol variant, while other flagship AB InBev labels will drive activations across Europe and Africa.

The ICC said the collaboration is aimed at enhancing the match-viewing experience for adult fans worldwide—whether at stadiums, bars or pubs—by offering low-ABV and no-alcohol choices such as Budweiser 0.0. The brewer plans to leverage the partnership to create more opportunities for responsible enjoyment and fan celebration across formats and geographies.

ICC CEO Sanjog Gupta said the deal brings together two organisations with a shared focus on elevating global fan engagement. “Cricket is one of the world’s most loved sports with more than two billion fans, and ICC events are its biggest stage. AB InBev has long led the way in creating experiential activations to deepen fandom. This partnership is a natural alliance between institutions committed to creating memorable moments and innovative event experiences. We welcome AB InBev to our roster of commercial partners and look forward to co-delivering multi-modal experiences across tournaments that amplify excitement for the sport.”

AB InBev’s Global Chief Marketing Officer Marcel Marcondes said the agreement presents a major opportunity to tap into cricket’s expanding global reach. “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.”

On AB InBev's assosiation with ICC,  Kartikeya Sharma, President, AB InBev India,  noted, "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."

The partnership spans all marquee ICC men’s and women’s tournaments through 2027, including:  ICC Men’s T20 World Cup 2026 in India and Sri Lanka; ICC Women’s T20 World Cup 2026 in the UK; Inaugural ICC Women’s Champions Trophy 2027 in Sri Lanka; ICC World Test Championship Final 2027 in England; and ICC Men’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia.