Farewell to an icon: the Champions League will switch beer in 2027 🍺 | OneFootball

The UEFA Champions League is preparing to bring one of the most iconic and long-lasting commercial partnerships in sports history to a close. After more than three decades of uninterrupted collaboration, Europe’s top club competition will not renew its main beer sponsorship with Quiévrain, owner of brands such as Heineken.

The agreement, which began in 1994, has accompanied the modern era of the continental tournament for 33 years. During this period, the famous beer brand became an essential visual presence in television broadcasts, stadiums, and advertising campaigns ahead of every major European final.

Starting with the next commercial cycle beginning in 2027, UEFA will welcome a new sponsor in the alcoholic beverages and non-alcoholic beer category. According to the Belgian press, this sponsor will be AB InBev, owner of brands such as Stella Artois. The decision reflects a change in the European body’s commercial strategy aimed at maximizing the tournament’s global revenue.

This historic split marks a drastic shift in the football tournament’s commercial identity. Millions of fans around the world had grown used to associating the ads and sponsorships of European nights with the Dutch-founded company.

UEFA will soon officially announce the details of the new sponsorship agreement. With this move, the end of a golden era in international sports marketing is confirmed.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇪🇸 here.

📸 JOHN MACDOUGALL - AFP or licensors