AB InBev set to replace Heineken as Champions League beer sponsor | OneFootball

The world’s biggest brewer AB InBev is set to replace Heineken as the official beer sponsor of the Champions League. 

UC3, the joint venture between UEFA and Europe’s leading clubs, confirmed that exclusive talks with AB InBev will begin for a six-year deal starting in 2027, per The Athletic.  

Heineken has been a primary partner of the Champions League since 2005, using the competition to advertise its flagship lager for the last two decades. 

The company still has two years remaining on its €120 million-per-annum deal. AB InBev have reportedly offered €200m per season to secure a six-year contract.

AB InBev has been FIFA’s official beer partner since 1986. 

The Belgian company was banned from selling its flagship brand Budweiser during the 2022 World Cup in Qatar due to the country’s strict controls on alcohol sales. 

However, they will not face the same issues at the upcoming World Cup in North America. 

Budweiser was the Premier League’s official beer between 2019 and 2024, before Guinness replaced the popular brand. 

UEFA aims to push Champions League revenue to at least €5 billion each season from 2027. 

Current gross revenue is reportedly at least €4.4bn, with €2.5bn going into the prize fund shared by the 36 Champions League teams.