AB InBev extends FIFA World Cup sponsorship through 2030
AB InBev extends its FIFA World Cup partnership through 2030, strengthening a decades-long sponsorship tied to global football tournaments, including the centenary 2030 edition across multiple host nations.
BELGIUM – Brewing giant Anheuser-Busch InBev (AB InBev) has extended its long-standing commercial partnership with FIFA, securing its position as the official beer sponsor of the FIFA World Cup through 2030 in a renewed agreement that strengthens one of sport’s longest-running brand collaborations.
The deal extends a partnership that was originally set to conclude after the 2027 FIFA Women’s World Cup in Brazil, ensuring AB InBev remains the official beer sponsor across multiple upcoming tournaments, including the 2026 FIFA World Cup in North America and the 2030 edition.
“The FIFA World Cup is the world’s biggest sporting event, capturing the attention of billions of fans,” said AB InBev Chief Executive Officer Michel Doukeris.
“For 40 years, our brands have been at the centre of these celebrations, reinforcing beer’s strong connection to the culture of sport. We’re excited to continue our partnership with FIFA, creating more unforgettable moments of cheers for fans everywhere.”
The renewed agreement will take the partnership beyond four decades, following an initial collaboration that began in 1986.
The 2030 FIFA World Cup will mark the tournament’s centenary and will be hosted across Morocco, Portugal and Spain, with additional matches planned in Argentina, Paraguay and Uruguay to honor the inaugural 1930 edition.
The 2027 FIFA Women’s World Cup will be held in Brazil, marking the first time the tournament takes place in South America.
AB InBev will also serve as the official beer sponsor of the 2026 FIFA World Cup, which will be jointly hosted by the United States, Mexico and Canada.
The company has expanded its activation strategy for the tournament, including the inclusion of its Nütrl RTD brand, which will hold official seltzer status.
FIFA President Gianni Infantino welcomed the extension, stating: “AB InBev has helped elevate FIFA’s tournaments and events since 1986, and even before a ball has been kicked here in North America in 2026, we are delighted to confirm that it will continue to work with us during a period that will see the world unite in celebration of the centenary of the FIFA World Cup and women’s football taken to epic new heights.”
As part of its broader activation plans, AB InBev will run consumer campaigns including a national sweepstake offering prizes such as match tickets and a FIFA World Cup final weekend experience.
The extension comes amid increased global sports marketing activity by AB InBev, including new partnerships with national football associations and expanded sponsorship rights across major European club competitions starting in 2027.
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