AB InBev and Club extend partnership until 2029

Sustainable partnership

AB InBev, for many years the official beer supplier at Jan Breydel, extends its partnership with Club until 2029. Both parties are proud to announce the renewal of the partnership, with a focus on sustainable and responsible business practices.

As the world's largest brewer, sustainability is a key objective for AB InBev: the Belgian company aims to reduce its CO2 emissions by 25% by 2025, generate 100% of its electricity from renewable sources and make all its packaging reusable or produced from recycled materials.

But Club is also doing its part for a sustainable future. Thus, since 2022, Blauw-Zwart has been part of the European "Football for Climate Justice" project and since season 23-24, in the fight against plastic, the beverage cups at Jan Breydel have been completely reusable.

Responsible alcohol consumption

Our ambition is to ensure that every experience with beer is positive and has a positive impact. Therefore, Club and AB InBev are committed to promoting moderation and a culture of responsible alcohol consumption. Moreover, the range of alcohol-free beers is also extensively highlighted and promoted at Jan Breydel.

Stijn Vermoere, commercial director of Club Brugge:

"What is good, you have to keep. The extension of the good collaboration with AB-Inbev was almost a foregone conclusion for Club Brugge. We hope to continue to grow together and for the next 5 seasons we will provide a good framework for our supporters and B2B customers. Putting an extra effort into responsible use is central to this."

Tom Peeters,Head of Events Factory & National Customers at AB InBev:

"We are very proud of the renewal of our partnership with Club Brugge. Sport brings people together and supporters enjoy these moments with our beer. Therefore, the commitment to moderation and a culture of responsible alcohol consumption is an important initiative that can ensure a positive impact over the next five seasons. Together, we are building a better world by promoting sustainable and climate-conscious business practices."

About AB InBev

The origins of AB InBev's operations date back to the first brewing activities in 1366 and to the brewery, Den Hoorn, located in Leuven. In 1987, the brewing group Interbrew was created from the merger of two major Belgian breweries, Artois (Leuven) and Piedboeuf (Liège, Jupille). Interbrew was the basis of AB InBev, which was formed in 2004 from the combination of Interbrew with Brazilian AmBev. In 2008, InBev combined with Anheuser-Busch to form Anheuser-Busch InBev, the world's leading brewer. The company represents a long history in which craftsmanship, quality, innovation and service to consumers and partners have always been at the center.

AB InBev wants to dream big for a future with more "cheers." They are committed to building great brands that stand the test of time and to brewing the best beers with the finest natural ingredients. The diverse portfolio of more than 500 beer brands includes global brands such as Budweiser®, Corona® and Stella Artois®; also international brands such as Hoegaarden® and Leffe®; and local champions such as Jupiler®.