FIFA has extended its partnership with AB InBev, naming it the official beer partner of the Club World Cup 2025.
As part of the agreement, AB InBev’s sponsorship will feature several elements aimed at enhancing the fan experience during the tournament, including the Player of the Match Award. The partnership will be led by AB InBev’s well-known brands, Budweiser and Michelob ULTRA, alongside local brands in specific markets.
In a statement, FIFA highlighted the integration of the event, along with unique client and customer experiences, among other aspects. However, additional details regarding these activations have yet to be disclosed.
Gianni Infantino, President of FIFA, said: “AB InBev has been an iconic sponsor of our events for almost 40 years, and today we are excited to see them come on board as a partner of the new FIFA Club World Cup.
“We are embarking on a journey that will redefine club football and create a new global tournament. With AB InBev’s brands, we are creating unforgettable moments for football fans around the world.”
As mentioned by Infantino, the brewing company has been a FIFA partner since 1986, making this an extension of their existing agreement, which also includes sponsorship of other events like the World Cup.
Michel Doukeris, CEO of AB InBev, commented: “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 around the world, creating more moments of celebration and cheers.
“We look forward to activating this first-of-its-kind tournament next summer in partnership with FIFA.”
AB InBev becomes the second confirmed sponsorship agreement for the upcoming tournament, set to take place from 15 June to 13 July 2025, in the US. Electronics firm Hisense was announced as the first at the beginning of this month.
Though it is still early days, both of these deals leverage longstanding partnerships between FIFA and the two companies.
The tournament has attracted a lot of criticism from players and clubs, which believe that the expanded competition (from eight teams to 32) will have a negative impact on players’ well-being.
Despite these concerns, FIFA has continued to move forward, and undoubtedly, brands will benefit from significant global exposure as spectators around the world tune in to the tournament.
