Anheuser-Busch InBev is in exclusive negotiations for a six-year, €1.2 billion deal to become the official beer partner of UEFA’s men’s club competitions starting in 2027, potentially ending Heineken’s three-decade-long sponsorship.
Heineken’s three-decade-long reign as the official beer of the UEFA Champions League is poised to end, with Anheuser-Busch InBev (AB InBev) entering exclusive talks for the sponsorship rights. The potential six-year deal, commencing in 2027 and valued at approximately €1.2 billion, would make Budweiser the global beer partner for all UEFA men’s club competitions.
The negotiation was launched by UC3, UEFA’s joint venture marketing agency, with an aim to significantly increase revenue for the new rights cycle. If finalized, the agreement would see one of the world’s largest brewers add club football’s premier tournament to its portfolio, which already includes the FIFA World Cup.
In a statement, AB InBev confirmed the exclusive negotiations, saying, “We look forward to becoming a great partner to UC3 for years to come.” The company described the move as part of its “mega-platform strategy” and commitment to football. The deal marks a strong start for UC3’s target of generating at least €5 billion per season from the 2027 cycle.