A major shake-up is brewing in the world of European football sponsorships as AB InBev moves closer to securing the beer partnership rights for UEFA’s men’s club competitions, including the prestigious UEFA Champions League.

The deal, currently in the exclusive negotiation phase, positions AB InBev to succeed Heineken after the 2027 season, thereby marking the end of one of football’s most enduring brand alliances.

A Historic Transition in the Making

According to UEFA and UC3 the joint venture between UEFA and the European Clubs Association representing over 800 top European teams discussions with AB InBev are already at an advanced stage and are expected to conclude soon.

Furthermore, the proposed agreement, which would run from 2027 to 2033, will make AB InBev the global official beer partner across UEFA’s men’s tournaments, excluding the Youth League.

Competitive Bid Redefined Sponsorship

Meanwhile, the shift follows a highly competitive bidding process launched earlier in October, managed by UC3 and its global marketing partner, Relevent Football Partners.

Although financial details remain under wraps, industry observers note that the deal underscores AB InBev’s ambition to deepen its global sports footprint through strategic sponsorships that unite fans and culture around beer and football.

AB InBev’s  Vision for Global Sports

An AB InBev spokesperson stated that the company’s selection highlights its commitment to football and its mega-platform strategy, adding that the UEFA partnership will allow its brands including Budweiser, Corona, Michelob Ultra, and Stella Artois to create more memorable fan experiences worldwide.

If finalised, this move will bring an end to Heineken’s iconic 33-year run with UEFA competitions, a partnership that has become synonymous with the tournament’s global appeal.

Heineken’s Legacy in the UEFA  League

The Dutch brewer first entered the tournament in 1994 under the Amstel brand before transitioning to the Heineken label in 2005.

Moreover, in 2023, Heineken extended its deal through 2027, continuing its long-standing association with the Champions League anthem and matchday experiences cherished by fans across continents.

AB InBev’s Expanding Football Heritage

For AB InBev, the new partnership would further build on its extensive football heritage. The company already sponsors FIFA’s Club World Cup and will **serve as an official partner for the 2026 FIFA World Cup.

Indeed, its near four-decade collaboration with FIFA has cemented its reputation as one of the world’s most active supporters of the game.

 Era for Beer, Football Partnerships

With negotiations nearing completion, AB InBev’s potential takeover of the UEFA Champions League sponsorship marks a defining moment in global sports marketing a transition from one beer titan to another.

Ultimately, both brands share a common goal: to elevate the world’s most-watched club football tournament through shared passion, culture, and celebration.