AB InBev Poised to Replace Heineken as UEFA Beer Sponsor in 2027–33 Deal

AB InBev is in advanced talks to become the global official beer partner for all Union of European Football Associations (UEFA) men’s club competitions from 2027 to 2033. The negotiations follow a decision by UC3, the joint venture between UEFA and the European Football Clubs (EFC), to enter an exclusive negotiation period with AB InBev. This move would end Heineken’s long-standing role as the official beer sponsor for UEFA men’s club tournaments.

The discussions come after UC3 launched a competitive bidding process in October, supported by its global marketing and sales agency, Relevent Football Partners. The process marked the first time that global sponsorship rights in the beer category were offered for the 2027-33 commercial cycles of UEFA’s men’s club competitions, which include the Champions League, Europa League, and Conference League.

An AB InBev spokesperson said that being selected by UC3 demonstrates the company’s commitment to football and its strategy of leveraging major platforms. The spokesperson added that partnering with UEFA will allow AB InBev’s brands to create memorable experiences for fans worldwide and reinforce the connection between beer and sports.

AB InBev has a history of high-profile sponsorships. Earlier this year, it announced a global partnership with Netflix to integrate its beer brands into streaming content. The company also ran a worldwide campaign for Budweiser during this year’s FIFA Club World Cup.

If finalized, the deal would give AB InBev exclusive rights to promote its beer brands at UEFA men’s club matches across Europe and globally. The agreement would also mark a significant shift in the sponsorship landscape for European football, as Heineken has been closely associated with UEFA competitions for decades.

The exclusive negotiation period is expected to continue over the coming months as both parties work toward finalizing terms. The new sponsorship arrangement would begin with the 2027-28 season and run through 2033, covering some of the most-watched football events in the world.