AB InBev set to pour into Club World Cup, but Adidas and Coca-Cola still on the fringe – Inside World Football

November 11 – Belgian multinational beverage and brewing company, AB InBev, looks increasingly like they’ll come to FIFA’s rescue as a major sponsor for next summer’s World Club Cup.
The much-hyped tournament and pet project of FIFA President, Gianni Infantino, has not experienced the expected rush of big-name sponsors that the World Cup receives, and major doubts persist about the viability of the competition.
AB InBev, is primarily known for its extensive portfolio of bears, most notably, Budweiser, Stella Artois, and Corona. These beverages are increasingly popular in the American market and with the tournament based in the United States, brand recognition is already built in.
Just last year AB InBev, extended their four-decade partnership with FIFA becoming the official beer sponsor of both the 2023 Women’s World Cup and the 2026 Men’s edition.
At the time of the signing, Marcel Marcondes, Chief Marketing Officer at AB InBev said: “FIFA World Cup tournaments are the most popular sporting events in the world. We are deeply connected to the fans and to football all over the world, which is why we’re excited about extending the relationship with FIFA.
“Cheering and celebrating over a beer is a part of the experience for billions of football fans. We’re proud to continue offering new, meaningful ways to engage with fans and give un-rivalled, immersive experiences that connect them to the sport that they love.”
AB InBev, is joining consumer electronics firm Hisense, however, FIFA reportedly remains locked in a dispute with existing partners Adidas and Coca-Cola about whether their existing deals should also cover the new tournament.
Financial details of this potential deal have yet to be released but with both Adidas and Coca-Cola looking at the numbers, it’ll be interesting to see how the marketing/financial department at FIFA Headquarters will placate their two biggest partners.
Contact the writer of this story, Nick Webster, at moc.l1731332400labto1731332400ofdlr1731332400owedi1731332400sni@o1731332400fni1731332400
 


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