Olympic sponsorship deal with beer company AB InBev criticized as ‘cynical’ and ‘an odd pairing’

The International Olympic Committee (IOC) descended on a London bar earlier this month to make a historic announcement: for the first time, the Olympics would be partnering with a beer company.

The International Olympic Committee (IOC) descended on a London bar earlier this month to make a historic announcement: for the first time, the Olympics would be partnering with a beer company. In a room crowded with people in suits, the sponsorship deal with brewing giant AB InBev was met with beaming smiles and the clinking of beer bottles by many of those in attendance. At the same time, IOC President Thomas Bach gushed about how sports and beer belong together. “This partnership, from our perspective, is a perfect match,” Bach said during the announcement event, during which he talked about celebrating “the joy of sport and the joy of life.” Amid all that talk of sport and life, the IOC and AB InBev were keen to underline that their sponsorship deal is being led by an alcohol-free beer, Corona Cero. The exception is in the US during the LA 2028 Games, when Michelob ULTRA will front the partnership. But not everyone has welcomed news of the partnership – which covers the next three Olympics and Paralympics in Paris, Milan-Cortina d’Ampezzo and Los Angeles – with such enthusiasm. Notably, campaign groups have pointed to the incongruity of an event like the Olympics – perhaps the world’s biggest sporting event – rubbing shoulders with a beer company.