Budweiser brewer AB InBev is entering exclusive talks to become the new official beer sponsor of soccer's Champions League, ending Heineken's three-decade partnership. The six-year deal, starting in 2027, would cover all UEFA men's club competitions and is valued at around 200 million euros per season. This marks the first major commercial agreement under UEFA's new sales agent, Relevent.
The announcement comes from UC3, a joint venture between UEFA and the European Football Clubs (EFC) group, which has selected AB InBev following a competitive bidding process launched in early October. The Belgian-based brewer, the world's largest, aims to secure global rights for the Champions League, Europa League, and Conference League from the 2027-33 cycle. This represents a significant increase from Heineken's current deal, worth 120 million euros annually, offering a 66 percent uplift in value.
AB InBev expressed enthusiasm in a statement: “Our selection by UC3 reflects our commitment to football and our mega-platform strategy. We look forward to becoming a great partner to UC3 for years to come.” The company already holds longstanding partnerships, including as FIFA's official beer sponsor since 1986 and with the International Olympic Committee through the 2028 Los Angeles Games.
Heineken, the Netherlands-based second-largest brewer, has held exclusive Champions League beer rights since 1994, with its latest three-year renewal expiring in 2027. The Dutch firm's deal was one of the competition's most lucrative, estimated at over 100 million euros per season, and was tied to UEFA's former sales agency, TEAM Marketing, based in Switzerland.
Relevent, a New York-based agency and subsidiary of a sports marketing firm owned by Miami Dolphins owner Stephen Ross, replaced TEAM this year to boost commercial revenues. UC3's target is at least 5 billion euros in gross revenue per season from 2027, up from the current 4.4 billion euros, which funds a 2.5 billion euro prize pool shared among the 36 Champions League teams. The shift signals a push for more dynamic deals, potentially pressuring other long-term sponsors like Sony, PepsiCo, and Mastercard.
