The International Cricket Council (ICC) has partnered with AB InBev, naming the company its Official Beer Partner from 2026. The deal covers all major ICC events through 2027.
In India, Budweiser 0.0 will take the lead. Other AB InBev brands will activate across Europe and Africa. The goal is to boost global brand visibility and promote responsible, low-alcohol, and alcohol-free choices for cricket fans worldwide.
Partnership Scope
The partnership includes both men’s and women’s ICC tournaments. It will run through several flagship events, such as:
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ICC Men’s T20 World Cup 2026
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ICC Women’s T20 World Cup 2026
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ICC Women’s Champions Trophy 2027
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ICC World Test Championship Final 2027
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ICC Men’s Cricket World Cup 2027
Through this agreement, AB InBev will connect with millions of fans across cricket’s biggest global stages.
A Shared Vision for Fan Experience
According to ICC CEO Sanjog Gupta, this partnership brings together two brands driven by innovation and passion.
“Cricket is one of the world’s most loved sports,” said Gupta. “ICC events unite billions of fans, and AB InBev has mastered the art of creating memorable activations that deepen engagement. Together, we’ll deliver new experiences and elevate the joy of cricket worldwide.”
This partnership aims to combine technology, creativity, and social engagement to enhance every fan’s match-day experience.
AB InBev’s Global Perspective
Marcel Marcondes, Global CMO of AB InBev, called the alliance a major milestone for the brand.
“Cricket is one of the world’s fastest-growing sports. Our partnership with the ICC gives us a chance to connect with fans everywhere,” said Marcondes. “Beer stands for social connection and moderation. Together, we will create joyful, responsible celebrations.”
His comments highlight the company’s focus on community, inclusivity, and responsible consumption.
Budweiser 0.0 Takes Center Stage in India
In India, the collaboration will spotlight Budweiser 0.0, the brand’s non-alcoholic variant. The move reflects AB InBev’s long-term vision to promote responsible enjoyment across major sporting events.
Kartikeya Sharma, President of AB InBev India, said the partnership is a natural fit for the brand’s heritage.
“Budweiser has been part of India’s celebrations for over two decades,” he said. “Cricket unites millions, and this partnership celebrates that shared passion.”
He added,
“Our goal is to enhance every cricket moment — from the crowd’s roar to living-room cheers. Together with the ICC, we’ll make celebrations proudly and responsibly Budweiser.”
Celebration with Responsibility
Both ICC and AB InBev share a vision of celebration through moderation. By featuring Budweiser 0.0, the partnership encourages fans to enjoy responsibly without losing the excitement of the game.
Through this collaboration, the two brands will bring immersive activations and fan-first experiences that merge cricket, creativity, and community.
Conclusion
From 2026, AB InBev will play a key role in the ICC’s global cricket journey. With Budweiser 0.0 leading the campaign in India, the partnership blends innovation, inclusion, and responsible enjoyment.
It’s more than a sponsorship — it’s a step toward redefining how the world celebrates cricket.
