Anheuser-Busch InBev (AB InBev), the world’s largest brewing company, is in exclusive negotiations to become the official beer sponsor of UEFA’s men’s club competitions, including the Champions League, marking the end of Heineken’s 30-year association with European football’s premier tournament. If finalized, the deal will cover six seasons from 2027 to 2033 and is reportedly worth €200 million per year, a record-breaking figure that would make it the most valuable beer sponsorship in football history.
A New Era for UEFA Club Partnerships
The agreement, currently being finalized with UC3, the joint venture between UEFA and the European Football Clubs (EFC) body, would give AB InBev global rights across all UEFA men’s club competitions, including the Champions League, Europa League, Conference League, and Super Cup.
The deal would exclude only the UEFA Youth League and represents the first major sponsorship sale secured under Relevent Football Partners, the agency newly appointed to handle UEFA’s global commercial rights for its club competitions from 2027.
Relevent Football Partners, a division of the U.S.-based Relevent Sports, took over from Team Marketing, which had held the UEFA mandate since 1991 and helped shape the modern Champions League’s commercial identity. The AB InBev deal will therefore serve as a crucial early validation of Relevent’s appointment.
AB InBev’s Strategic Move into European Football
AB InBev’s proposed €200 million per year offer represents a 66 percent increase on Heineken’s current agreement, which is valued at €120 million annually and runs until 2027.
In a statement, AB InBev said: “Our selection by UC3 reflects our commitment to football and our mega-platform strategy. The UEFA men’s club competitions will allow our brands to create more memorable experiences for fans globally and reinforce that beer and sports are better together.”
The brewing giant, whose portfolio includes Budweiser, Corona, and Stella Artois, has a long-standing presence in global sport. Its partnership with FIFA dates back to 1986, while Budweiser has featured prominently as the World Cup’s official beer for nearly four decades. AB InBev also holds a deal with the International Olympic Committee through the 2032 Summer Games and previously served as the Premier League’s official beer partner.
This UEFA partnership would cement AB InBev’s leadership in sports marketing, aligning the company’s brands with the world’s most-watched club football competition and providing activation rights across 200+ territories.
Heineken’s Historic Era Nears Its End
The news brings an end to one of the longest-running sponsorships in global sport. Heineken has been synonymous with the UEFA Champions League since 1994, initially promoting its Amstel brand before switching to Heineken in 2005.
Over three decades, the Dutch brewer built one of football’s most recognizable partnerships, spanning television campaigns, digital activations, and hospitality programs that helped define the modern Champions League experience.
In a statement, Heineken acknowledged the emotional significance of the transition: “After a partnership of 30 years, this is of course an emotional moment for us. We’ve made the strategic choice to focus our sponsorships on platforms where spend is proportionate to value creation, ensuring return on investment. We still have two more years to make the Champions League sponsorship big and keep the association with the Heineken brand in the minds of people for years to come.”
A Milestone Deal for UEFA and Relevent
For UEFA, the AB InBev deal will be a landmark achievement, symbolizing a new era in the commercial development of its club competitions. It’s also the first major deal closed under the Relevent Football Partners framework, confirming the joint venture’s ability to attract record-breaking global brands to European football.
The agreement could generate more than €1.2 billion over six years, a powerful statement of the enduring commercial strength of the Champions League and its affiliated tournaments.
Beyond its financial magnitude, the partnership reinforces a global trend: the continued convergence of heritage brands and sports entertainment, where multinational companies seek to activate their products through immersive fan experiences and digital storytelling.
Looking Ahead
If confirmed, AB InBev’s deal will signal a changing of the guard in one of football’s most iconic sponsorship categories. It reflects both the growing global appeal of UEFA’s club competitions and the rising value of exclusive sponsorship platforms in connecting with billions of fans worldwide.
For UEFA, it’s a commercial milestone that sets the tone for the next decade of European football. For AB InBev, it’s a powerful stage to amplify its global brands and cement its position as the dominant force in the business of beer and sport.
Sources: SportsPro, Sportcal
