Soccer fans will be able to consume Budweiser and Corona beer at the 2026 World Cup that will be jointly organized by the United States, Mexico and Canada. FIFA and the Belgian brewery group AB InBev, owner of the American and Mexican brand, have renewed their agreement for the recently started World Cup cycle, as reported in a statement.
The agreement extends an alliance that has lasted almost 40 years and that the multinational is active, mainly with Budweiser. In this next World Cup edition, Corona would also a priori have more weight, taking advantage of the return of the tournament to Mexico.
In addition, the contract includes the Women’s World Cup this summer in Australia and New Zealand. The soccer World Cup is “the most popular sporting event on the planet,” recalled Marcel Marcondes, AB InBev’s marketing director.
The rest of FIFA’s great partners are Adidas, Coca-Cola, Wanda and Hyundai-Kia, with whom the organization has also recently renewed.
FIFA aspires to bill up to 2,693 million dollars (2,517 million euros) for sponsorships in the new cycle (2023-2026), 53% more than the previous cycle ending in Qatar 2022.
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