AB InBev Poised to Take Over Champions League Beer Sponsorship from Heineken
Budweiser brewer AB InBev is in negotiations to replace Heineken as the official beer sponsor of the Champions League. The deal encompasses a global agreement starting from 2027, with a projected worth of 200 million euros per season. This move signifies a strategic shift in UEFA's commercial operations.
- Country:
- Switzerland
Budweiser brewer AB InBev is gearing up to take over Heineken's long-held position as the official beer sponsor of soccer's Champions League. This comes as part of a new global sales strategy initiated by Relevent, the competition's newly appointed global sales agent.
Negotiations for a six-year agreement commencing in 2027 are set to begin, announced UC3, a joint venture between UEFA and the European Football Clubs (EFC) group. This potential partnership aims to cover all UEFA men's club competitions and is speculated to be valued at nearly 200 million euros annually.
This strategic move underscores AB InBev's commitment to expanding its influence in global sports sponsorship, joining its existing partnerships with FIFA World Cup and the Olympics. The deal also highlights a broader shift towards more dynamic commercial strategies within UEFA, as evidenced by the selection of Relevent over previous long-term partners.
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