Budweiser renews World Cup sponsorship contract with FIFA

Budweiser will remain the official World Cup beer during the 2026 tournament in North America, after AB InBev brewery renewed with FIFA on Thursday despite a turbulent time with 2022 Men’s World Cup host Qatar.

Two days before the start of the tournament in Qatar, the World Cup organizers reneged on a long-standing promise to allow fans in stadiums to buy beer with alcohol.

The move stunned the brewer, whose Budweiser brand has been its World Cup beer since the 1986 tournament.

FIFA appeared unable to protect AB InBev under pressure from Qatar in a dispute that appeared to be a possible breach of contract case for the world football body. The nation signed to honor FIFA’s commercial partners when it began bidding for hosting in 2009.

Despite declining Budweiser stadium sales, the worldwide publicity over the dispute arguably boosted the brewery and left little doubt as to which brand was associated with the World Cup.

Renewal for the 2026 World Cup appeared to be a done deal even during the spat in Doha. FIFA President Gianni Infantino said at the time that relations with AB InBev were good and handshakes were exchanged before his arrival in Qatar.

There was no mention of the previous problems Thursday in a statement from FIFA confirming that AB InBev will sponsor the Women’s World Cup, which kicks off next month in Australia and New Zealand, and the 2026 men’s tournament, which will be hosted by the United States, Canada and Mexico. And it would rise to 104 games from 64.

“The FIFA World Cup is the most popular sporting event in the world,” said Marcel Marcondis, Chief Marketing Officer, AB InBev. “We are in close contact with fans and football around the world, which is why we are excited to expand the relationship with FIFA.”

He did not mention the renewal value. The sponsorship was reportedly worth around $75 million for the previous World Cup.