Budweiser becomes official sponsor of ICC tournaments
Budweiser has signed on as the official sponsor for the International Cricket Council’s tournaments for the next two years. This marks Budweiser’s first formal partnership with cricket, a notable move for the world’s largest beer maker as it expands into a sport with a huge global following.
What the deal means
- Increased visibility: Budweiser will gain prominent branding across ICC events, tapping into large live and broadcast audiences.
- New marketing opportunities: Expect fan activations, hospitality programs, and co-branded promotions tied to major tournaments.
- Strategic market push: The sponsorship supports the brewer’s efforts to strengthen its presence in cricket-strong markets and reach younger, sports-focused consumers.
Business and regulatory considerations
Sponsorships in sport come with commercial upside but also regulatory and reputational responsibilities. Alcohol advertising rules vary widely across countries, so the activation plans will likely be tailored by market to meet local laws and public policy expectations.
Why this matters
For cricket, landing a global consumer brand signals continued commercial growth and appeal beyond traditional sponsors. For Budweiser, the tie-up offers a fast route to engage passionate fans and associate the brand with major international sporting moments over the next two years.
The partnership reflects how global brands and sports bodies alike are reshaping sponsorship strategies to capture attention in an increasingly crowded media landscape.