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AB InBev named official beer partner of FIFA Club World Cup 2025
FIFA has signed the worlds largest brewer, Anheuser-Busch InBev (AB InBev), as the official beer sponsor of the FIFA Club World Cup 2025.
Global drinks giant Anheuser-Busch InBev (AB InBev) has expanded its nearly 40-year partnership with FIFA to include sponsorship of the FIFA Club World Cup 2025.
The tournament, which will feature 32 of the world’s best football clubs, is scheduled to take place in the US from 15 June to 13 July, 2025.
Hosted across 11 US cities, AB InBev has previously sponsored the US team during FIFA World Cups since 1989.
The brewing firm will create “beer-centric fan experiences”, with Budweiser taking centre stage, as well as deliver the “Player of the Match Award.” In certain markets, “local brands” will also be integrated into the event, aiming to engage diverse audiences.
Speaking about the partnership, FIFA president Gianni Infantino stated: “AB InBev has been an iconic sponsor of our events for almost 40 years, and today we are excited to see them come on board as a partner of the new FIFA Club World Cup. Together, we are redefining club football and creating unforgettable moments for fans around the world.”
Enormous branding opportunity
With an audience expected to span millions of fans both in-person and globally via broadcast, the FIFA Club World Cup 2025 presents an enormous branding opportunity for AB InBev. By connecting beer with major sporting events, the company aims to strengthen its “mega-brand and mega-platform” strategy, ensuring visibility on a global scale.
Positive attitudes towards the sponsorship follow a dramatic U-turn seen during the 2022 World Cup in Qatar, when FIFA announced that the AB InBev-owned beer giant could not sell alcoholic beers inside the World Cup Stadiums.
Looking ahead to 2025, Michel Doukeris, CEO of AB InBev, said “This partnership with the FIFA Club World Cup continues our legacy of bringing beer and sports together for fans around the world, creating more moments of celebration and cheers. We look forward to activating this first-of-its-kind tournament next summer in partnership with FIFA.”
Elsewhere, in terms of its sporting partnerships, AB InBev also has a deal in place with the international Olympic Committee, unveiled earlier this year and covering each edition of the Olympic Games through 2028.
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