Anheuser-Busch InBev (AB InBev), the world’s largest brewer and maker of Budweiser, is in exclusive talks to become the new beer sponsor of the UEFA Champions League, ending Heineken’s three-decade association with Europe’s most prestigious club football competition.
The discussions are being held with UC3, the joint commercial venture between UEFA and the European Football Clubs (EFC) group, and could see AB InBev replace Heineken when its existing deal expires in 2027. According to UC3, the new partnership would run for six seasons, covering all UEFA men’s club competitions, including the Europa League and the Conference League.
People familiar with the negotiations said the proposed contract could be worth around €200 million (£176 million, $232 million) annually — a significant increase from Heineken’s current €120 million (£105 million, $139 million) per-year agreement.
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. We look forward to becoming a great partner to UC3 for years to come.”
The move marks a major milestone for UC3 and its new global marketing agent, Relevent Football Partners, which replaced Switzerland-based TEAM Marketing after more than 30 years. UC3 described the deal as “the first to go to market” under the new commercial cycle from 2027 to 2033, following a competitive bidding process launched earlier in October.
Founded in 2012 by Miami Dolphins owner Stephen Ross, Relevent has grown rapidly and now also handles marketing for the Bundesliga, La Liga, and the English Football League. Its appointment was intended to boost commercial revenues for UEFA’s club competitions, with a target of generating at least €5 billion per season in gross revenue — up from the current €4.4 billion.
For Heineken, the potential change would bring an end to a 33-year relationship that began in 1994, when it first sponsored the Champions League through its Amstel brand before switching to its flagship lager in 2005.
AB InBev’s move into European club football further strengthens its global sports sponsorship portfolio. The company already partners with FIFA, the International Olympic Committee, and major leagues such as the Premier League, where Budweiser was the official beer sponsor from 2019 to 2024.
Heineken, for its part, remains active in football through its association with the UEFA Women’s Champions League and Formula 1 sponsorships, but the end of its long-standing Champions League deal signals a reshaping of UEFA’s commercial landscape under UC3’s new model.
If finalised, the agreement will begin in 2027 and run through to 2033, positioning Budweiser at the centre of global football marketing as Heineken steps off the pitch after more than three decades.
