The partnership will be led by Budweiser 0.0, the brand’s no-alcohol variant in India, with other AB InBev labels activating in Europe and Africa.
From attending a match in-stadium to watching one at a bar or pub with friends, beer remains a natural choice to enjoy responsibly, especially with lower ABV and no-alcohol options like Budweiser 0.0. Through this partnership, AB InBev said it aims to create more moments of cheers, choice and celebration for cricket fans of legal drinking age around the world.
ICC CEO Sanjog Gupta said: “Cricket is one of the world’s most loved sports with more than two billion fans, and ICC events are its largest platforms for passion, while AB InBev has been at the forefront of creating experiential activations to grow and deepen fandom. This partnership is a natural alliance between organizations striving to elevate moments, create memories and deliver experiences via innovation in avenues for fan engagement.”
AB InBev global chief marketing officer Marcel Marcondes said: “Cricket is one of the world’s most popular and fastest-growing sports, and we are excited to connect with fans on this mega platform. Beer is the beverage for socialization and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”
The agreement covers all major ICC men’s and women’s events through 2027 including the ICC Men’s T20 World Cup 2026 in India and Sri Lanka, the ICC Women’s T20 World Cup 2026 in the UK, the inaugural ICC Women’s Champions Trophy 2027 in Sri Lanka, the ICC World Test Championship Final 2027 in England and the ICC Men’s Cricket World Cup 2027 in South Africa, Zimbabwe and Namibia.
