AB InBev extends FIFA beer partnership until 2030 and adds Women’s World Cup 2027
AB InBev has extended its global FIFA partnership to remain the Official Beer Sponsor of the FIFA World Cup until 2030 and add the FIFA Women’s World Cup 2027 to its rights portfolio.
AB InBev and FIFA have agreed an extension to their global partnership that keeps the brewer as the Official Beer Sponsor of the FIFA World Cup until 2030 and adds next year’s FIFA Women’s World Cup 2027 in Brazil.The deal gives FIFA long-term continuity in a core consumer category as it enters an expanded tournament era, while providing AB InBev with guaranteed association across a sequence of flagship events with distinct commercial narratives in North America, South America and the World Cup centenary edition.FIFA president Gianni Infantino said: “We are thrilled to have extended our iconic partnership with AB InBev, the world’s leading brewer, beyond this year’s game-changing FIFA World Cup. "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.”AB InBev chief executive Michel Doukeris said: “The FIFA World Cup is the world’s biggest sporting event, capturing the attention of billions of fans. 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 timing reflects FIFA’s emphasis on locking in major partners ahead of an expanded 48-team World Cup in 2026, which will feature 104 matches across 16 Host Cities in Canada, Mexico and the United States. A larger match inventory increases broadcast and digital touchpoints, which can raise the value of sponsor integration across fan zones, hospitality, retail and in-stadium activation.The extension also bridges to two major milestones. The FIFA Women’s World Cup 2027 in Brazil will be the first edition staged in South America, providing AB InBev a platform in a region where beer brands are already closely tied to football culture and matchday rituals.The FIFA World Cup 2030 will mark the tournament’s 100th anniversary and is set to be staged across three continents, with Morocco, Portugal and Spain hosting and centenary celebration matches scheduled in Argentina, Paraguay and Uruguay.AB InBev is already the Official Beer Sponsor of the FIFA World Cup 2026, which runs from June 11 to July 19.