AB InBev and Club Brugge Extend Partnership Until 2029 with a Focus on Sustainability
InBev, the world’s largest brewing company, has announced the extension of its partnership with Belgian football club Club Brugge until 2029, marking an exciting new phase in their collaboration.
This renewed agreement, extending for the next five seasons, not only solidifies AB InBev’s role as the Premium Partner of Club Brugge, but also highlights a shared commitment to sustainability and responsible business practices.
Sustainability lies at the heart of the collaboration, with both organizations taking significant steps toward reducing their environmental impact. The brewing giant has made impressive strides, aiming to reduce its carbon footprint by 25% by 2025. As part of its sustainability roadmap, AB InBev plans to transition to 100% renewable electricity and ensure that all of its packaging is either recyclable or made from recycled materials.
The partnership also focuses on encouraging responsible alcohol consumption. Non-alcoholic beer options will be available at the stadium during Club Brugge’s matchdays, promoting moderation and positive drinking habits among the fans.
“We aim to keep growing together, providing a great experience for supporters and promoting responsible consumption. Sport brings people together, and promoting moderation is crucial. Together, we are building a more sustainable and climate-conscious future.”
Tom Peeters, Head of Events Factory & National Customers at AB InBev
This partnership reflects both organisations’ shared vision for sustainability and responsible consumption while enhancing the fan experience.
Find out more about this partnership here!
