Imagine a cricket match without the cheers, the camaraderie, and the clinking of glasses—it’s almost unthinkable, right? But here’s where it gets controversial: what if those glasses are filled with something that lets fans celebrate responsibly, without the buzz? AB InBev and the International Cricket Council (ICC) have just announced a groundbreaking global partnership that’s set to redefine how we experience the sport. Starting in 2026, AB InBev will become the Official Beer Partner for all major ICC tournaments, with Budweiser 0.0—its no-alcohol beer—taking center stage in India, while other AB InBev giants like Stella Artois and Corona activate in Europe and Africa.
And this is the part most people miss: Cricket isn’t just a sport; it’s a global phenomenon with over two billion fans, and the ICC events are its grandest stages. Pair that with AB InBev’s knack for creating unforgettable fan experiences, and you’ve got a match made in heaven. Whether you’re in the stadium, at a pub, or watching with friends, beer—especially low-alcohol and no-alcohol options—has always been the go-to drink for social moments. This partnership aims to amplify those moments, offering fans of legal drinking age more choices to celebrate responsibly.
Sanjog Gupta, CEO of the ICC, puts it perfectly: ‘Cricket is one of the world’s most loved sports, and ICC events are its largest platforms for passion. AB InBev has been a pioneer in creating immersive fan experiences, and this partnership is a natural alliance between two organizations committed to innovation and unforgettable memories.’ He adds, ‘We’re thrilled to welcome AB InBev to our prestigious list of partners and can’t wait to co-create multi-dimensional event experiences that will elevate the excitement of cricket globally.’
But here’s the bold question: Is pairing no-alcohol beer with cricket a stroke of genius or a missed opportunity for traditional beer lovers? AB InBev’s Global Chief Marketing Officer, Marcel Marcondes, believes it’s the former. ‘Cricket is one of the fastest-growing sports globally, and this partnership allows us to connect with fans in a meaningful way. Beer is the ultimate social beverage, and whether it’s alcoholic or not, it’s about bringing people together.’
The partnership spans 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. This isn’t just about sponsorship—it’s about creating a new culture of celebration, one that’s inclusive, responsible, and unforgettable.
So, what do you think? Is this partnership a game-changer for cricket and responsible drinking, or does it dilute the traditional match-day experience? Let us know in the comments—we’re all ears!
