UEFA Enters Exclusive Negotiations with AB InBev

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, signalling the potential end of Heineken’s three-decade association with European football.

The discussions, reported by Sportcal, represent one of the most important shifts in UEFA’s modern sponsorship landscape.

The deal is being negotiated in partnership with UC3, the commercial joint venture between UEFA and the European Clubs Association (ECA), and is expected to be worth up to AUD230 million per year.

If finalised, the agreement would substantially exceed the value of Heineken’s current reported contract, which is estimated at around AUD128 million annually.

The partnership would span the UEFA Champions League, Europa League, Conference League and the UEFA Super Cup, giving AB InBev a major presence across all men’s club competitions.

The move aligns with the company’s broader global sports sponsorship footprint, which already includes deals with the FIFA World Cup and the International Olympic Committee through to 2032.

The negotiation period forms part of the 2027–2033 commercial cycle, the first to be fully managed under UC3’s centralised media and sponsorship sales model.

Relevent Football Partners, part of Relevent Sports, has been appointed to advise on the commercial program and the ongoing media rights tenders in major European markets.

The development would mark the end of one of global sport’s most enduring sponsorship relationships. Heineken has been a cornerstone partner of UEFA’s club competitions since the early 1990s and has renewed the partnership multiple times.

While acknowledging the transition, the brand signalled its focus would now shift to partnerships that offer “value proportionate to investment.”

AB InBev highlighted the cultural and commercial impact of the potential partnership, noting the opportunity to deepen fan engagement across global markets through event experiences and brand-led fan activations.

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