AB InBev Extends FIFA Deal Through 2026 World Cup

AB InBev and FIFA extended their global partnership Monday, making the brewer the Official Beer Sponsor of the 2026 FIFA World Cup. The deal covers the men's tournament in the U.S., Canada, and Mexico, plus the 2027 FIFA Women's World Cup in Brazil.

Financial terms were not disclosed. AB InBev has been a FIFA partner since 1986, and the renewal locks in one of the organization's longest-running commercial relationships through a World Cup cycle that will expand to 48 teams and 104 matches.

The 2026 tournament is the first World Cup hosted across three nations and the first with a 48-team format. More matches means more stadium exposure, more broadcast inventory, and more retail activation windows for a sponsor like Budweiser, which has used the World Cup as a global brand platform for nearly four decades.

For AB InBev, the deal secures exclusivity in the beer category during a tournament that will draw a U.S. audience far larger than the 2022 edition, which averaged 8 million viewers per match on Fox. The 2026 final is scheduled for July 19 at MetLife Stadium in New Jersey.

FIFA has been rebuilding its commercial roster after a period of sponsor turnover following the 2015 corruption investigations. The AB InBev renewal signals stability in the top-tier partnership tier. The brewer's global marketing chief said the agreement "reflects our shared commitment to celebrating football fans worldwide."

The 2027 Women's World Cup in Brazil will be the first held in South America. AB InBev's Brazilian unit, AmBev, already has deep distribution ties across the region, which could give the brewer a logistical edge in activation.

AB InBev shares were little changed in Monday trading.