AB InBev expands partnership with FIFA, as official sponsor for 2025 World Cup
By Felicia Nwosu
Anheuser-Busch InBev (AB InBev), one of the largest brewing companies globally, has confirmed the extension of its long-standing collaboration with FIFA by securing the official beer sponsorship for the upcoming FIFA Club World Cup 2025.
The Drinks Business platform revealed that this new partnership builds on AB InBev’s history with FIFA, which dates back to 1989 when the company first began supporting the U.S. team during the FIFA World Cups. Over the years, AB InBev has solidified its association with global football, and its extended role as the official beer sponsor for the FIFA Club World Cup is a natural progression of this longstanding relationship.
As part of the sponsorship, it plans to activate its beer-centric fan experiences, putting its flagship Budweiser brand at the center of the event. The company will also take responsibility for presenting the prestigious “Player of the Match” award, further increasing its visibility throughout the tournament. In addition to Budweiser, the pioneers of the first bourbon barrel-aged stout will introduce local beer brands into the tournament’s activities in select markets, aiming to enhance the local fan experience and engage a diverse audience across different regions.
Sharing the news on its LinkedIn, it stated that, “We are proud to be the Official Beer Partner of the inaugural FIFA Club World Cup, an expansion of our nearly 40-year partnership with FIFA. Taking place across the US next summer, this first-of-its kind tournament will feature 32 of the world’s best football clubs, bringing another way for us to connect our beer with global moments of celebration that consumers love.”
FIFA President Gianni Infantino expressed excitement about the continued partnership, saying, “Anheuser & Co brewery 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.”
The 2025 World Cup presents a massive branding opportunity for beer brand, given the global audience expected to watch the event both in-person and through broadcast channels. With millions of football fans tuning in worldwide, the event provides the company a chance to strengthen its visibility and promote its “mega-brand and mega-platform” strategy. This aligns with AB InBev’s broader goals of associating its beverages with major sporting events, ensuring global exposure.
The sponsorship follows a dramatic shift in global company’s approach after the 2022 FIFA World Cup in Qatar, where FIFA’s decision to ban the sale of alcoholic beverages within stadiums had caused significant changes to the way the football enthusiast engaged with fans. As the 2025 event approaches, AB InBev is eager to solidify its position as a key player in the global sports sponsorship space, particularly in the beer category.
Michel Doukeris, CEO of AB InBev, commented on the extended partnership, saying, “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.”
In addition to its relationship with FIFA, AB InBev has further expanded its sports sponsorship portfolio with a deal signed earlier this year with the International Olympic Committee (IOC), securing rights for every edition of the Olympic Games through 2028. This shows AB InBev’s commitment to strengthening its position as a leading global sponsor of major sporting events.
The FIFA Club World Cup 2025, scheduled to take place in the U.S., is expected to draw massive attention and provide significant opportunities for AB InBev to connect with both football fans and beer drinkers globally, reinforcing its dominant role in the intersection of sports and beverage sponsorships.
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