WeeklySA_AdminPARTNERSHIP: Team SA to benefit from first beer sponsor for Olympics highlighting AB InBev’s responsible consumption message to reach billions of fans around the world
By Ali Mphaki
Where there is beer, there is a way. Not any kinda beer, that is, but the new AB InBev’s Corona Cero zero-alcohol beer announced by the International Olympic Committee as the global sponsor of the 2024 Olympic Games to be held in France from late next month.
AB InBev, the world’s leading brewer, will become a Worldwide Olympic Partner (TOP Partner) through to 2028.
According to the agreement, the partnership will highlight the IOC and AB InBev’s commitment to “responsible consumption” and building a better world. Together, they will reach billions of Olympic fans around the world with messages of connection, moderation and celebration.
Delighted at the new partnership with the world’s leading brewer IOC President Thomas Bach said: “ Our organisations share a vision of supporting sport and athletes. As a global brand, Corona Cero will engage fans around the world in celebrating the magic of the Olympic Games and cheering for the athletes’ sporting achievements.
In line with Olympic Agenda 2020+5, both of our organisations are actively contributing to the UN Sustainable Development Goals.
As the IOC redistributes 90 per cent of all its revenue to support sport around the world, ultimately the revenue from this agreement will support every Olympic team and their athletes. Together, we look forward to creating a future with more cheers!”
AB InBev CEO Michel Doukeris said: “Beer and sports are better together, so we are proud to be the first beer sponsor for the Olympics at the Worldwide Olympic Partner level.
Beer is the beverage of moderation and choice, and so it’s only fitting to lead with our fast-growing zero-alcohol beer, Corona Cero, for this occasion.
This partnership illustrates the opportunity for our category to positively impact and engage with billions of fans around the world, ushering in a new era of Olympic spirit and cheers while supporting favourite countries and athletes as they go for gold. We look forward to partnering with the IOC, and activating at the 2024, 2026 and 2028 Games.”
Local SA media was this week whisked by SAB’s luxury buses to the scenic Haarties to celebrate the “golden moment” and what a whale of a time was had by all.
The smile on SASCO president Barry. Hendricks was as wide as the Haarties dam, the event also graced by, among others, SAB head honchos Richard Rivett-Carnac CEO, Zoleka Lisa, corporate affairs vice president and Vaughan Croeser marketing VP, and former long jumper Khotso Mokoena, and 2012 Olympic rowing gold medalist Sizwe Ndlovu, now heading SASCO’s development arm.
Croeser said SAB has been involved in sport sponsorship for over 50 years and has seen countless new friendships, connections and experiences built on a shared love of sport and beer.
Sport is a strong force for positive change, and we are pleased to be a part of that legacy with decades of historic, award-winning and responsible sports marketing,’ he said.
Echoes CEO Jafta:
“The financial injection from AB InDev and Corona will go a long way towards building the local sport of athletics and make it attractive to youngsters whilst acting as a chief motivator for the current crop. We struggle with sponsorship and we can only be grateful, even if its from a alcoholic brand, but this time with zero alcohol,” said a beaming Jafta. She said Team SA are looking to better their medal tally at this year’s Olympics, aiming to improve from three to at least five this time around. Team SA leaves for France early July to acclimatize themselves with the host country summer weather. As for the non-alcohol beer Corona Cero, the brewer says it is an innovative, first-of-its-kind, non-alcoholic beer.
With the global no/low-alcohol category expected to grow by 31% by the end of 2024, Corona Cero provides consumers with a distinctive and appealing option.Corona Cero, joins the existing Corona 355 ml and 410 ml can. It is said to be a breakthrough in non-alcoholic beers.
In the brewing process, alcohol is extracted from Corona Extra, resulting in a non-alcoholic beer.
