Olympics brings on its first beer brand as a global sponsor (2024)

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Olympics brings on its first beer brand as a global sponsor? ›

The International Olympic Committee said Friday it has found its first-ever beer sponsor in Anheuser-Busch InBev

The International Olympic Committee (IOC) today announced that AB InBev, the world's leading brewer, will become a Worldwide Olympic Partner (TOP Partner) through to 2028.

Turns out, the very first sponsor was Oxo, back at the 1908 London games. The soup stock company provided athletes with hot and cold beef stock drinks (which are a thing, we guess) and rice pudding. Then, Coca-Cola signed on in 1928, starting with the Amsterdam games.

The Coca-Cola Company is the longest-standing partner of the Olympic Movement, having supported every edition of the Olympic Games since 1928.

“The Olympics sponsorship program provides an exclusive opportunity for companies to showcase their expertise and products on a global stage through their involvement in delivery of the games,” Benjamin Seeley, head of marketing communications at the International Olympic Committee, tells The Current.

Often referred to as “The Olympics of Beer Competitions,” the World Beer Cup is the largest and most prestigious beer competition in the world. Gold, silver and bronze medals were awarded across 110 beer styles at the 2024 World Beer Cup at a ceremony in Las Vegas, Nevada on April 24, 2024.

Coca‑Cola has been associated with the Olympic Games since 1928, longer than any other corporate supporter. As a global event, the Olympic Games also give us a unique opportunity to refresh and celebrate with sports fans in the more than 200 countries where we do business.

The 1928 Olympic Games, which included 46 nations, marked the beginning of Coca-Cola involvement with the Games – a presence that would continue to grow to this day, through sponsorships, donations and innovative consumer programs.

How much does it cost to become an Olympic sponsor? For the IOC's usual four-year cycle, the Olympic sponsorship costs a three-digit million sum to the 14 global partners.

The Olympic rings were publicly presented for the first time in 1913. In the centre of a white background, five rings interlaced: blue, yellow, black, green and red.

What was the first carbonated drink brand? ›

Schweppe, formed Schweppes in 1783 and began selling the world's first bottled soft drink. Soft drink brands founded in the 19th century include R. White's Lemonade in 1845, Dr Pepper in 1885 and Coca-Cola in 1886. Subsequent brands include Pepsi, Irn-Bru, Sprite, Fanta, 7 Up and RC Cola.

Teem was sold in the United States and Canada until it was discontinued in 1984 due to declining sales. Lemon-Lime Slice was introduced to replace Teem, though it was still available at some soda fountains into the 1990s. Later, Sierra Mist, and then Starry, became Pepsi's lemon-lime soda offerings in the US.

Since then, at every edition of the Olympic Games – including the Winter Olympics from 1952 onwards – the soda giant has consistently renewed its partnership and come up with various advertising innovations. The alliance has, of course, scaled up over time.

Why Sponsor? Brand your company as a strong corporate citizen in the community. Special Olympics has 95% brand recognition within the U.S.

Sports athlete sponsorships are those where individual sportspeople are sponsored by a brand. Perhaps they might wear branded apparel while playing sport or during commercial appearances like press conferences, or they might appear in advertisem*nts or other promotional materials for the brand.

Common sponsorship goals include increasing brand visibility and awareness, reaching a specific target audience, enhancing brand image or reputation, driving sales or generating leads, supporting community or social causes, and fostering relationships with stakeholders or customers.

Corona Cero zero alcohol beer will be the global beer sponsor of the Olympic Games. IOC President Thomas Bach said: “The IOC is delighted to announce its new partnership with the world's leading brewer, AB InBev.

Bud Light brewer Anheuser-Busch InBev is becoming the first-ever beer sponsor for the next three Olympics and Paralympic Games — with a non-alcoholic brand taking the torch.

So proud to announce Michelob Ultra is the Official Global Beer Sponsor of CONMEBOL Copa America 2024. We celebrated this incredible partnership by ringing the NYSE Closing Bell. It was such a privilege to celebrate our shared passion for football.

Chinese officials, for instance, signed Budweiser as the international beer of the 2008 Beijing Olympics.