The International Cricket Council (ICC) has entered into a global partnership with AB InBev, appointing the brewer as the Official Beer Partner for all major ICC events starting in 2026. Budweiser 0.0 will lead the association in India, while other AB InBev brands will activate across Europe and Africa.
The multi-year partnership spans ICC men’s and women’s events through 2027, covering the ICC Men’s T20 World Cup 2026, ICC Women’s T20 World Cup 2026, ICC Women’s Champions Trophy 2027, ICC World Test Championship Final 2027, and the ICC Men’s Cricket World Cup 2027. The collaboration aims to boost global brand visibility and expand the presence of no-alcohol and low-alcohol beverages across match-viewing occasions worldwide.
Sanjog Gupta, CEO, ICC, said: “Cricket is one of the world’s most loved sports with more than two billion fans, and ICC events are its most powerful stages of passion. AB InBev has consistently led the way in creating immersive fan experiences, and this partnership brings together two organisations committed to elevating moments and deepening engagement. We are delighted to welcome AB InBev to our commercial roster and look forward to co-creating multi-format event experiences that amplify excitement across global audiences.”
Marcel Marcondes, Global Chief Marketing Officer, AB InBev, noted: “Cricket is among the world’s most popular and fastest-growing sports, and we’re excited to connect with fans on such a massive platform. Beer represents socialisation and moderation, and our partnership with the ICC opens up new opportunities to create memorable experiences for consumers everywhere.”
Left to Right: Sanjog Gupta, CEO, ICC with Kartikeya Sharma, President, AB InBev India at the Wankhede Stadium in Mumbai
Kartikeya Sharma, President, AB InBev India: “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 reinforces both organisations’ shared focus on innovation, inclusive fan engagement, and premium event experiences across international cricket.
