AB InBev has entered discussions with European soccer’s governing body, UEFA, to sponsor its men’s club competitions, including the UEFA Champions League (UCL).
The “exclusive negotiation period”, confirmed today (29 October), is between the brewing giant and UC3, a joint-venture between UEFA and European Football Clubs, which represents “more than 800 top European clubs”. While further details were not disclosed, Global Drinks Intel understands the talks are expected to reach a conclusion imminently.
If successful, the agreement would see AB InBev become “the global official partner in the beer product category for all UEFA men’s club competitions (excluding the UEFA Youth League) from 2027 to 2033″, UC3 said. “The decision by UC3 follows a competitive bidding process launched in early October by UC3, supported by its global marketing and sales agency Relevent Football Partners.”
A spokesperson for AB InBev added: “Our selection by UC3 reflects our commitment to football and our mega-platform strategy. The UEFA men’s club competitions will allow our brands to create more memorable experiences for fans globally and reinforce that beer and sports are better together.
“We look forward to becoming a great partner to UC3 for years to come.”
For UEFA’s flagship Champions League tournament, AB InBev would take over from Heineken, which has been sponsoring the UCL since 1994, first with Amstel before brand Heineken took over 11 years later.
In 2023, Heineken extended the tie-up to 2027.
AB InBev, whose main global brands are Budweiser, Corona, Michelob Ultra and Stella Artois, is a sponsor of FIFA’s Club World Cup tournament, which took place over the Summer in the US. The group is also sponsoring FIFA’s World Cup competition of national clubs in 2026 and has worked with the organiser for approaching 40 years.
