UEFA in Exclusive Talks with AB InBev to Replace Heineken as Global Beer Partner.

Roger Hampel

Image: Unsplash/Dexter Fernandes

According to Sportcal, UEFA has entered exclusive negotiations with AB InBev to become the global official beer partner for its men’s club competitions from 2027 to 2033. The deal would bring an end to Heineken’s 30-year association with UEFA’s European tournaments and mark a new commercial era for the governing body.

Record-Value Sponsorship Negotiations UEFA AB InBev

Sportcal reports that the potential agreement between AB InBev and UEFA’s joint venture UC3 – which manages commercial rights alongside the European Clubs Association (ECA) – could be worth up to $230 million per year, significantly exceeding the $128 million annual value of the current Heineken contract.

Negotiations are being conducted as part of the 2027–2033 commercial cycle, the first managed fully under UC3’s centralized sales model. Relevent Football Partners, a division of Relevent Sports, is advising UEFA and UC3 on sponsorship and media rights sales.

The new deal would cover the UEFA Champions League, Europa League, Conference League, and the UEFA Super Cup, extending AB InBev’s presence across all major European club competitions.

End of a Longstanding Partnership

As highlighted by Sportcal, Heineken has been UEFA’s official beer sponsor since the early 1990s and has renewed the partnership multiple times over the past three decades. The latest extension, announced in September 2023, was reportedly worth around $128 million per year.

If confirmed, AB InBev would replace one of UEFA’s most recognizable partners, closing one of the longest-running sponsorship relationships in global sport.

Official Comments and Market Context

An AB InBev spokesperson noted that the company views UEFA’s club competitions as an opportunity to strengthen its global connection with football fans:

“The UEFA men’s club competitions will allow our brands to create memorable experiences for fans globally and reinforce that beer and sports are better together.”

Heineken, meanwhile, acknowledged the transition after 30 years of collaboration, stating that it would focus future sponsorships on platforms where “spending is proportionate to value creation.”

Broader Commercial Landscape

AB InBev is already a FIFA World Cup sponsor and maintains a long-term agreement with the International Olympic Committee through 2032. The addition of UEFA’s club competitions would consolidate its position as the most prominent beverage partner across global sport.

The upcoming commercial cycle also includes a media rights tender currently managed by Relevent Football Partners for major European markets such as the UK, Germany, Spain, Italy, and France, with deadlines set for November 18.