Kartikeya Sharma, President – India, AB InBev, told CNBC-TV18 that the partnership gives the brewer access to the full slate of ICC tournaments across men’s and women’s cricket, offering unmatched global visibility and a multi-market consumer reach.
Sharma said the scope and audience depth offered by ICC properties align squarely with AB InBev’s vision for the next decade, as the company looks to embed its brands deeper into cricket culture. “The depth and width that ICC offers with their outlook on cricket gives this just that extra advantage for how we’re looking at the next decade or two,” he said.
Under the agreement, AB InBev will have category rights across ICC men’s and women’s events — an important differentiator as women’s cricket continues its sharp growth trajectory and attracts new demographics and sponsorship interest. “It brings in an exciting element,” Sharma noted.
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The partnership also marks AB InBev’s first global engagement with the ICC, expanding its sports marketing portfolio. Sharma indicated that while the current agreement focuses on the next two years, the company sees room for expansion as tournaments unfold. “It’s the first experience with the ICC, and I’m sure as the years play out, we’ll have an opportunity to expand this in years to come,” he added.