AB InBev, the world’s leading brewer, has extended its nearly 40-year partnership with FIFA to include sponsorship of the FIFA Club World Cup 2025™, set to take place in the United States from June 15 to July 13, 2025. This expanded collaboration further strengthens AB InBev’s commitment to connecting its iconic beer brands with global events that unite and inspire consumers worldwide.
The partnership builds on AB InBev’s ongoing sponsorship of the FIFA World Cup 2026™, which will be co-hosted by 16 cities across Canada, Mexico, and the United States. The brewer’s strategy to align its megabrands with major cultural and sporting moments is exemplified by the leadership of Budweiser and Michelob ULTRA in this collaboration, complemented by local brands in select markets.
A Historic Partnership
Gianni Infantino, President of FIFA, expressed excitement about the ongoing relationship:
“AB InBev has been an iconic sponsor of our events for almost 40 years, and today we are thrilled to welcome them as a partner of the new FIFA Club World Cup. This tournament represents a groundbreaking moment for global club football. Together with AB InBev’s brands, we aim to create unforgettable experiences for football fans worldwide.”
The FIFA Club World Cup 2025™ marks a significant evolution of the tournament, expanding to include 32 of the world’s top football clubs. This month-long event will bring fans together for a celebration of football across 11 host cities in the United States.
Elevating Cultural and Sporting Moments
AB InBev CEO Michel Doukeris highlighted the importance of this partnership in deepening the connection between beer, culture, and sports:
“Our brands are at the heart of meaningful cultural moments and iconic sporting events. This partnership with the FIFA Club World Cup continues our legacy of bringing beer and sports together for fans worldwide. We’re excited to activate this first-of-its-kind tournament next summer in collaboration with FIFA, creating even more moments of celebration and cheers.”
The brewer plans to go beyond traditional sponsorship by delivering innovative and immersive brand experiences for fans. AB InBev will engage supporters of legal drinking age through on-site activations, digital campaigns, and special promotions, tailored to the unique spirit of the host cities and participating countries.
Signature Contributions
As part of the multi-faceted agreement, AB InBev will take on several key roles during the tournament:
- Player of the Match Award: Recognizing outstanding individual performances with a branded award presented at the end of each match.
- Exclusive Brand Activations: Crafting unique experiences for fans in stadiums, viewing parties, and digital platforms, showcasing the essence of Budweiser, Michelob ULTRA, and other local favorites.
- Amplifying Memorable Moments: Enhancing fan engagement with curated content that captures the excitement and highlights of the tournament.
A Global Celebration of Football
The FIFA Club World Cup 2025™ promises to be a groundbreaking event, introducing a revamped tournament format designed to elevate global club football. This competition will feature champions from all major football confederations, offering fans the chance to witness high-stakes matches between the best teams from around the world.
For AB InBev, the partnership aligns seamlessly with its vision of fostering cultural connections through beer. By tying its brands to a tournament of this magnitude, the company is poised to engage millions of football fans, building on its long-standing reputation as a global leader in event sponsorship.
Looking Ahead
With preparations for the FIFA Club World Cup 2025™ in full swing, both FIFA and AB InBev are laying the groundwork for a partnership that goes beyond branding to create unforgettable fan experiences. By combining the passion of football with the camaraderie of beer, this collaboration underscores the power of sports to unite people across cultures and continents.
To learn more about the FIFA Club World Cup 2025™, AB InBev’s involvement, and how to join the celebration, stay tuned for updates in the months leading up to the tournament.
As the countdown to this historic event begins, fans can look forward to a summer of exhilarating football, iconic beer moments, and unforgettable celebrations.
