Sponsorship
AB InBev set to replace Heineken as Champions League beer sponsor
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.
Ab inbev set to replace heineken as champions league beer sponsor
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.