Geneva, Oct 30 (AP) – The iconic Budweiser brewer, AB InBev, is poised to succeed Heineken as the official beer sponsor for soccer’s Champions League, ending Heineken’s impressive three-decade tenure. This significant development comes through a landmark agreement orchestrated by Relevent, the new global sales representative for the tournament.
Negotiations with AB InBev will commence for a monumental six-year partnership starting in 2027, stated UC3, the joint entity formed by the Champions League organizer UEFA and the influential European Football Clubs (EFC) group.
The prospective deal, projected to encompass all UEFA men's club competitions over six seasons, could be valued at approximately 200 million euros ($232 million) annually, according to UC3’s announcement.
AB InBev expressed enthusiasm, noting in a statement, “Our selection by UC3 is a testament to our dedication to football and our strategic mega-platform approach. We anticipate being a strong partner for UC3 for years to come.”
Relevent, chosen earlier this year by the EFC group and UEFA, aims to enhance the commercial value of such agreements and boost prize money distributions to the multitude of clubs participating in the Champions League, Europa League, and Conference League each season. Their revenue target is set at a minimum of 5 billion euros ($5.8 billion) each season from 2027, up from the current 4.4 billion euros ($5.1 billion), which allocates nearly 2.5 billion euros ($2.9 billion) to the prize funds shared among the 36 Champions League teams.
Inking a Champions League agreement would expand AB InBev’s existing sponsorship portfolio, adding to its distinguished partnerships with both the FIFA World Cup and the International Olympic Committee (IOC), extending through the 2028 Los Angeles Summer Games.
Heineken, with its various beer brands, has been synonymous with the Champions League since 1994. Its latest contract, closely associated with UEFA’s former sales agency TEAM Marketing, will conclude in 2027. TEAM Marketing has now been replaced by Relevent, as EFC seeks a more dynamic commercial strategy that maximizes deal values, thus providing increased payouts to clubs.
Despite Heineken’s longstanding reputation as one of the most profitable Champions League sponsors—reportedly contributing over 100 million euros ($115 million) yearly—its ousting sends a clear message to other enduring tournament sponsors like Sony, PepsiCo, and Mastercard.
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