UC3, the joint venture formed by UEFA and the European Club Association (ECA) to oversee the marketing, sales and commercial delivery of UEFA club competition rights, has announced that it has entered exclusive talks with Anheuser-Busch InBev regarding a major sponsorship agreement.
If finalised, the deal would make AB InBev the official global beer sponsor for all UEFA men’s club competitions—including the UEFA Champions League—between 2027 and 2033. The agreement would not cover the UEFA Youth League.
“Our selection by UC3 underscores our long-standing dedication to the sport and aligns with our mega-platform strategy,” an AB InBev spokesperson said. “The UEFA men’s club competitions provide an incredible stage for our brands to connect with fans worldwide and highlight how beer and sports complement each other. We are excited about the opportunity to build a strong partnership with UC3 over the coming years.”
The development further expands AB InBev’s footprint in global football sponsorship. The brewer has maintained a 40-year relationship with FIFA and is a commercial partner for the FIFA World Cup 2026.
The potential deal would see AB InBev take over from Heineken, which has been a fixture in UEFA’s sponsorship lineup for nearly 30 years. Heineken first joined the Champions League sponsorship roster in 1994 through the Amstel brand before officially switching to Heineken-branded campaigns in 2005. In 2023, Heineken extended its agreement with UEFA through 2027.
UC3 noted that the selection of AB InBev followed what it described as “a competitive bidding process.” According to reporting from City AM, the agreement could be valued at roughly €200 million per season
Leave your comments.
0 Comments