- Brewing giant expanded Chernigivske’s distribution in April
- Deal includes pouring rights at event in Rome
The CVC-backed Volleyball World commercial entity has welcomed Ukrainian beer brand Chernigivske as a partner for the 2022 International Volleyball Federation (FIVB) Beach Volleyball World Championships.
The agreement will see Chernigivske serve as the official beer of the ongoing tournament, which got underway in Rome last week and concludes on 19th June, with fans able to enjoy the Ukrainian lager at the event.
The pact has been signed in support of Anheuser-Busch InBev’s humanitarian relief efforts in Ukraine, becoming part of the brewing giant’s wider initiative to donate profits across several non-governmental organisations, including Caritas International, to help those impacted by the war in Ukraine. At least US$5 million has been guaranteed from the initiative.
AB InBev initially announced in April that Chernigivske, which is part of its portfolio, would be brewed at its New Jersey factory and be sold on draught in Los Angeles, New York, Chicago, Houston, and Phoenix. Chernigivske has been brewed in the Ukrainian city of Chernihiv since 1988.
“This partnership for our flagship beach volleyball competition is significant on many levels, not least from a humanitarian aspect,” said Volleyball World chief executive Finn Taylor.
“We’re proud to welcome AB InBev on board and bring Chernigivske to beach volleyball fans to support their efforts to help those affected by the war in Ukraine.
“To be able to grasp such an opportunity while also raising awareness and expressing our solidarity with Ukrainian people in need – who share our huge passion for volleyball – is something we are proud to have concluded.”
Anna Rudenko, marketing director of Chernigivske Ukraine, added: “Sports is one of the most important message vehicles. That is why we are glad that the organisation wanted to join in its own way the charitable actions that Chernigivske has been undertaking for several months.”