AB InBev is poised to become the new official beer sponsor of the UEFA Champions League, replacing Heineken after a long-standing partnership. Exclusive talks for a six-year deal starting in 2027 have been confirmed by UC3, the joint venture between UEFA and Europe's leading clubs.
The world's largest brewer, AB InBev, has entered exclusive negotiations with UC3 to secure sponsorship rights for the Champions League beginning in the 2027 season. The proposed agreement spans six years, with AB InBev reportedly offering €200 million per season, a significant increase from Heineken's current €120 million annual deal.
Heineken has served as a primary partner of the Champions League since 2005, promoting its flagship lager over the past two decades. The company has two years left on its existing contract, set to conclude in 2026. Heineken's broader UEFA partnership dates back further, spanning 33 years overall, but it plans to end its Champions League involvement in 2027 to redirect focus toward Formula 1, Premier Padel, and other global sports opportunities.
AB InBev brings extensive experience in football sponsorships. It has been FIFA's official beer partner since 1986 and served as the Premier League's official beer from 2019 to 2024, before being replaced by Guinness. The company faced challenges during the 2022 World Cup in Qatar, where strict alcohol controls banned sales of its Budweiser brand, but it anticipates no such issues at the upcoming tournament in North America.
This shift aligns with UEFA's ambitions to boost Champions League revenue to at least €5 billion per season from 2027 onward. Current gross revenue stands at €4.4 billion, with €2.5 billion allocated to the prize fund shared among the 36 participating teams.