After over three decades of Heineken being the iconic beer sponsor of the UEFA Champions League, a change is officially brewing. Starting with the 2027 season, Budweiser’s parent company, Anheuser-Busch InBev (AB InBev), is set to replace Heineken as the official beer sponsor of UEFA men’s club competitions.
This sponsorship shift marks the end of a long-standing association for Heineken, which has been part of Champions League history since 1994 and reportedly paid approximately €120 million annually for the partnership. AB InBev is said to be stepping in with a significantly larger sponsorship deal valued at around €200 million per year, signaling a major investment in European football’s premier competitions.
The UC3 joint venture between UEFA and the European Club Association recently announced the appointment of Relevent as the global commercial marketing and sales partner for UEFA men’s club competitions from 2027 to 2033, a change that includes entrusting Relevent with the management and sales of key sponsorship rights — including the shift in beer sponsorship that will see Budweiser replace Heineken as the official beer partner starting in 2027.
Anheuser-Busch InBev (AB InBev) is one of the world’s largest beer producers, operating in nearly 50 countries. The company owns more than 500 beer brands, including Budweiser, Corona, and Stella Artois. In 2024, AB InBev reported revenues close to $60 billion. While it faced some declines in volume, it has maintained profitability and revenue growth through pricing and geographic diversity. The company also works on reducing environmental impacts, including lowering water use. AB InBev focuses on brewing quality beer and maintaining a broad presence across developed and developing markets.
This appointment marks a new era for UEFA’s club competitions, with Relevent taking over from the long-standing Swiss-based TEAM Marketing agency to drive innovative commercial strategies and maximize value for clubs, media, sponsors, and fans alike.
AB InBev has expressed enthusiasm about their prospective partnership with UEFA competitions, emphasizing their commitment to football and global sports marketing. According to multiple news reports, the deal is expected to allow AB InBev to deepen fan engagement with its brands across the Champions League, Europa League, and other UEFA men’s competitions.
Heineken’s exit marks the conclusion of one of the sport’s most enduring sponsorships, while Budweiser’s entry is set to bring fresh energy — and perhaps new cheers — to European club football fans worldwide.
