ICC inks global partnership with AB InBev

The International Cricket Council (ICC) has named AB InBev as the Official Beer Partner for all major ICC tournaments beginning in 2026. The association will be fronted by Budweiser 0.0—Budweiser’s no-alcohol variant in India—with other AB InBev power brands activating across Europe and Africa.

Positioning beer as a natural choice for responsible enjoyment—whether in-stadium or at a bar with friends—the partnership aims to create more moments of celebration for cricket fans of legal drinking age worldwide, the company said in a press release.

ICC CEO Sanjog Gupta said: “Cricket is one of the world’s most loved sports with more than two billion fans, and ICC events are its biggest stages. AB InBev has consistently delivered immersive brand experiences, and this partnership brings together two organizations committed to elevating fan moments and driving deeper engagement. We welcome AB InBev to our family of commercial partners and look forward to co-creating world-class event experiences across our tournaments.”

Marcel Marcondes, Global Chief Marketing Officer at AB InBev, added: “Cricket is one of the most popular and fastest-growing sports globally, and we’re excited to connect with fans on this massive platform. Beer is synonymous with socialization and moderation, and our ICC partnership opens up new opportunities to create memorable experiences for consumers everywhere.”

Kartikeya Sharma, President, AB InBev India, said: “We are delighted to partner with the ICC. Budweiser has been part of India’s celebrations for over two decades, and as the country’s leading premium beer brand, this is the perfect moment to extend our celebratory spirit to the sport that unites millions. Our goal is to elevate every cricket moment—from the stadium roar to living-room chants—and celebrate the fans who make the game iconic. Together with the ICC, we will deliver signature Budweiser experiences, responsibly and proudly.”

The partnership covers all major ICC men’s and women’s events through 2027, including the ICC Men’s T20 World Cup 2026 (India & Sri Lanka), ICC Women’s T20 World Cup 2026 (UK), the inaugural ICC Women’s Champions Trophy 2027 (Sri Lanka), the ICC World Test Championship Final 2027 (England), and the ICC Men’s Cricket World Cup 2027 (South Africa, Zimbabwe & Namibia).