The Paris Olympics kick off on July 26 and while they will be the second Summer Games in a row where alcohol won’t be available for sale or purchase at stadium venues, drinks brands are still joining the party.

Many are using the opportunity to showcase their latest non-alcoholic brands to a global audience in the billions.

AB InBev’s Corona Cero – the non-alcoholic version of the Mexican lager – is the global beer sponsor of the Olympic & Paralympic Games. As the first-ever global beer sponsor of the Olympic Games, the no-alcohol beer brand is elevating the role of moderation in Olympic celebrations globally, creating spaces and moments for cheers and choice in meaningful locations that matter to fans.   

This week Corona Cero unveiled its Golden Venues activation, which gives fans the opportunity to embrace their own Golden Moments every day as part of Corona Cero’s ‘For Every Golden Moment’ platform.

The activation uses the same seats as from some of the Olympic Games venues in Paris, like Champ de Mars, Grand Palais, and Le Concorde and places them in iconic travel destinations worldwide.   

 The brand is featuring Golden Venues in 11 outdoor settings across nine countries, including renowned spots such as Arpoador beach in Rio de Janeiro, Brazil, the Grand Peninsula Lagonissi in Athens, Greece, and Café Del Mar in Cartagena, Colombia, offering panoramic views of their respective landscapes.

“From Greece, Brazil, Japan, South Africa and Argentina, Corona Cero is offering this gift to fans as an opportunity to experience the Olympic golden moment feeling through Golden Venues,” said Clarissa Pantoja, Vice President of Corona Global.

“By bringing the same seats as from Olympic Games stadiums used throughout Paris to these incredible locations worldwide, we are reminding fans that golden moments not only exist within the Olympic Games, but also in the beauty of nature that’s around all of us.”  

AB InBev’s Michelob Ultra is also the official beer sponsor of Team USA for this year’s Olympic and Paralympic Games, as well as those in 2026 and 2028.

With the Olympic Games just days away, Michelob ULTRA has unveiled its largest summer marketing investment to date. including a campaign that spotlights the brand’s athlete partners.

“We’re honored to support Team USA in representing the best of the American spirit in the biggest stage in sports,” said Ricardo Marques Vice President of Marketing for Michelob ULTRA. “This summer also marks the start of an exciting four-year journey for Michelob ULTRA as we build towards the much anticipated LA28 Olympic and Paralympic Games.”

Non-alcoholic beer brand Tourtel Twist is an official supporter of the Paris 2024 Olympics and Paralympics. Tourtel Twist belongs to the French brewer Kronenbourg, a subsidiary of Danish company Carlsberg.

Euromonitor said Tourtel Twist being available for purchase at venues would “give exposure to the brand and boost the already dynamic non-alcoholic beer category in France”. 

LVMH’s Moët & Chandon and Hennessy Cognac will sponsor also the games, as part of a sponsorship package reported to be worth around $246 million. While alcohol sales are prohibited in stadiums this year, millions of bottles of Moët & Chandon champagne and Hennessy cognac are being delivered to stock Olympic hospitality venues. 

CEO Bernard Arnault said: “This unprecedented partnership with the Paris 2024 Olympic and Paralympic Games will contribute to heightening the appeal of France around the world.

“It was only natural that LVMH and its maisons be part of this exceptional international event. The values of passion, excellence and inclusion championed by high-level sports are cultivated each day by our teams, motivated by an unwavering desire to surpass limits. Sports is a tremendous source of inspiration for our maisons, which will unite creative excellence and athletic performance by contributing their savoir-faire and bold innovation to this extraordinary celebration.”

English sparkling wine producer Nyetimber is partnering with Team GB (the Great Britain and Northern Ireland Olympic team) to launch a limited-edition, multi-vintage version of its classic cuvée to honour the athletes. Bottles will be gifted to all team members after the games and supplied at all Team GB-related hospitality events throughout the games.

Coca-Cola is a Worldwide Partner of the Olympic and Paralympic Games and Presenting Partner of the Paris 2024 Olympic Torch Relay.

Its Celebrate Everyday Greatness campaign is designed to champion life’s everyday moments – both big and small – that can turn into something great and will be featured across a range of Coca-Cola brands to engage fans ahead of the Games.

“The Olympic and Paralympic Games are a prime opportunity for The Coca-Cola Company and our extensive portfolio of products to connect with fans,” said Brad Ross, Coca-Cola’s Vice President of Global Sports & Entertainment Marketing and Partnerships. “We will use this global stage to showcase how greatness in everyday moments can create real magic.”

Cola-Cola has also launched a global campaign promoting its 96-year long relationship with the Olympics.

“It’s magic when the world comes together” depicts competing swimmers hugging each other to celebrate the potential for cross-cultural connection during this year’s Olympic and Paralympic Games in Paris. 

Local brands harness Games fever

According to research and advisory company Forrester interest in the Paris Olympics is high. A poll of US online adults in Forrester’s market research online community shows that 41% plan to follow the Olympics very or fairly closely, slightly above the 38% who say they follow other sporting events with equal interest.  

Forrester VP principal analyst Dipanjan Chatterjee said: “As companies look to deemphasise intrusive, interruptive advertising and prefer experiences and associations that show them in a positive light, sports become a vital channel for marketing to drive its growth strategy.”

The only drinks partner of the Australian Olympic Team is Coca-Cola, but brands such as Woolworths are releasing themed campaigns.

Its ‘Fresh Fuels the Best in All of Us’ ad showcases how the supermarket chain’s fresh food was fuelling athletes as they prepare to take on the world in the upcoming Paris Olympic and Paralympic Games. It was inspired by Paralympic swimmer Col Pearse, whose family and local community helped him create a training pool in the dam on their family farm outside of Echuca, Victoria to train for the paralympics.

Four’N Twenty has served up a national campaign called ‘Running On Paris Time’, to celebrate its sponsorship of the Australian Olympic Team. It celebrates those who put sport first, no matter what.