International beverage group AB InBev has entered an exclusive negotiation period with UEFA and its joint-venture marketing body UC3 to become the global official beer partner for all UEFA men’s club competitions from 2027 to 2033. The talks follow a competitive bidding process launched in early October by UC3, supported by Relevent Football Partners, and mark the first major global sponsorship negotiation for the upcoming commercial cycle.
If finalized, the agreement would end more than three decades of Heineken’s association with UEFA’s club competitions. The Dutch brewer has held the beer partnership since the early 1990s, with its most recent renewal in 2023 reported at USD 128 million per year. Media reports now indicate that AB InBev has submitted a substantially higher offer of up to USD 230 million annually to secure the category-exclusive position.
The package would cover the UEFA Champions League, Europa League, Conference League, and the UEFA Super Cup, giving AB InBev six seasons of exposure across the most watched club tournaments in global football. A spokesperson for the group emphasized the importance of connecting its brands with major global platforms and cultural moments to strengthen long-term consumer engagement.
Heineken responded by acknowledging the emotional significance of closing a 30-year partnership but stressed its strategic pivot toward sponsorship platforms with tighter value alignment. The company noted that it still has two years left in the current cycle and intends to maximize brand impact until the end of the agreement.
AB InBev already maintains high-profile sports partnerships, including long-standing sponsorship of the FIFA World Cup since 1986 and a deal with the International Olympic Committee running through the 2032 Summer Games. Meanwhile, Relevent is in the process of managing a separate media-rights tender for UEFA club competitions in key European markets, with deadlines set for November 18.
