US EditionBudweiser brewer AB InBev set to replace Heineken as Champions League beer sponsor
AB InBev aims to replace Heineken as UEFA Champions League beer sponsor with a six-year deal worth about €200 million per season, boosting club prize funds.
- Budweiser brewer AB InBev is set to replace Heineken as the official beer sponsor of soccer's Champions League in a deal with the new global sales agent Relevent.
- The potential deal would cover all UEFA men's club competitions for six seasons starting in 2027 and would likely be worth close to 200 million euros each season.
- Heineken's beer brands have had exclusive Champions League rights since 1994, but its latest renewal expires in 2027, and it has been closely tied to UEFA's former sales agency TEAM Marketing.
28 Articles
28 Articles
Is the reign of Dutch beers in the Champions League coming to an end after approximately 30 years? The (partly) Belgian AB InBev is in exclusive talks to take over the contract starting in 2027. According to The Athletic, AB InBev is willing to pay €200 million per year to become the exclusive beer partner of the Champions League.
After more than 30 years, one of the longest-running sponsorship deals in European football appears to be coming to an end. Heineken, with an uninterrupted Champions League partnership since 1994, is in danger of being replaced by Belgian brewer AB InBev.
Associated Press News
Budweiser brewer AB InBev set to replace Heineken as Champions League beer sponsor
Budweiser brewer AB InBev is set to end Heineken’s three-decade-long run as the official beer sponsor of soccer’s Champions League in a statement deal for the competition’s new global sales agent Relevent.
Ab Inbev Begins Exclusive Negotiations to Replace Heineken in the Champions League Starting in 2027.
The contract is expected to take effect in August 2027 and last until 2033.
Coverage Details
Bias Distribution
- 53% of the sources are Center
Factuality
To view factuality data please Upgrade to Premium
