In a historic move, Anheuser-Busch InBev, the world's largest brewing company, has secured a sponsorship deal for the upcoming Olympic Games. This partnership marks the first time a beer brand will be an official sponsor of the prestigious event, as announced by the International Olympic Committee (IOC) on Friday.

The collaboration between AB InBev and the IOC will extend from the Paris 2024 Summer games to the Los Angeles 2028 Summer games, showcasing the enduring nature of this global partnership. Notably, Corona Cero has been chosen as the beer of choice for this venture. Corona Cero is one of AB InBev's non-alcoholic offerings and is recognized for having less than 0.5% alcohol by volume, according to the company's website.

Carlos Brito, the CEO of AB InBev, expressed excitement about the unique opportunity presented by low-alcohol beverages, highlighting the brand's resilience in the face of global supply chain concerns. With a focus on locally sourced ingredients, such as barley and hops, as well as local production facilities, AB InBev aims to ensure that their beers remain connected to the communities they serve.

This significant partnership comes at a pivotal time for AB InBev as it realigns its marketing strategies to focus on sports and music events. The decision to pivot was influenced by previous controversies surrounding the company's sponsorship of transgender influencer Dylan Mulvaney, which led to conservative boycotts and a decline in Bud Light sales. As a result, Modelo Especial emerged as the top-selling beer in the United States in May.

As the global community eagerly awaits the upcoming Olympic Games, AB InBev's role as the first-ever beer sponsor enhances the excitement and anticipation surrounding this momentous event. With their flagship brand, Corona Cero, taking center stage, AB InBev continues to demonstrate innovation and adaptability in the face of evolving consumer preferences.

It is worth mentioning that CNBC parent company NBCUniversal owns NBC Sports and NBC Olympics, and NBC Olympics holds the exclusive broadcast rights to all Summer and Winter Games until 2032. Through this collaboration, viewers across the United States will be able to experience the spirit of the Olympics and witness the union between sports and AB InBev's pioneering beer brand.

In summary, the groundbreaking partnership between AB InBev and the International Olympic Committee not only solidifies Corona Cero as the first globally sponsored beer in Olympic history but also highlights the beer industry's ability to thrive amid challenges. As the world looks forward to the Paris 2024 and Los Angeles 2028 Summer games, this collaboration sets a new precedent for future Olympic sponsorships in the beverage sector.