AB InBev is in negotiations to become a global partner for the next cycle of UEFA men’s club soccer competitions.
The Stella Artois owner has entered an exclusive negotiation period with European soccer’s UEFA governing body over a possible deal covering the 2027-33 commercial cycle.
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AB InBev could become the global official beer partner for all UEFA club competitions for six seasons, with negotiations now taking place between the Leffe maker and UC3, the joint venture between UEFA and the European Football Clubs (EFC) body.
Should a deal be struck, AB InBev will replace Dutch brewing giant Heineken, which has been UEFA’s beer sponsor for its array of club competitions since the early 1990s. The last renewal between those two parties was unveiled in September 2023 and has been reported as worth $128m per year.
Media reports have said AB InBev’s offer to UC3 is for as much as $230m a year.
The list of club competitions will include the top-tier UEFA Champions League, second-tier UEFA Europa League and third-tier UEFA Conference League, as well as the UEFA Super Cup one-off encounter.
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By GlobalDataEarlier today, AB InBev, the world’s largest brewer, reported its financial results for the third quarter of 2025. On a call with analysts to discuss the numbers, AB InBev CEO Michel Doukeris was asked about the talks and potential deal and said: “Consumers are behaving differently and, as usual, evolving. As such, [it] was very important, as we build our strategy and we fine-tune our execution, to make sure that we are leading and moving fast to where consumers are and will be more and more.
“That’s why, when we start leading in terms of execution with this concept of mega platforms and mega brands, integrating our brands with big partners, big partnerships, big events and relevant cultural moments is key for our brands to win in the long term.”
Heineken, the owner of brands including Amstel and Sol, issued a statement. “After a partnership of 30 years, this is of course an emotional moment for us,” the company said. “We’ve made the strategic choice to focus our sponsorships on platforms where spend is proportionate to value creation, ensuring return on investment.
“We still have two more years to make the Champions League sponsorship big and keep the association with the Heineken brand in the minds of people for years to come. It has been a great ride and in the spirit of our pioneering mindset and continuing to build meaningfulness and difference for our brands, we are proud to be investing in the future.”
AB InBev has has been a sponsor of the FIFA World Cup national teams event since 1986.
It also has an agreement with the International Olympic Committee running through the 2032 Summer Olympics in Brisbane, Australia.
