Copyright Adweek
AB InBev is close to scoring a new partnership with the UEFA Champions League. Today, UC3, a joint venture between UEFA and European Football Clubs (EFC)—which controls and manages the marketing, sales, and delivery of commercial rights for UEFA club competitions—entered into exclusive negotiations with Anheuser-Busch InBev for UEFA men’s club competition sponsorship. The deal would name AB InBev the global official beer partner for all UEFA men’s club competitions, including the UEFA Champions League (UCL), from 2027 to 2033 (excluding the UEFA Youth League). “Our selection by UC3 reflects our commitment to football and our mega-platform strategy,” an AB InBev spokesperson said in a statement. “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.” The announcement extends AB InBev’s sponsorship reach within the world of soccer. The company also has a 40-year partnership with FIFA, including sponsoring the FIFA World Cup 2026. As the new sponsor for UEFA men’s club competitions, AB InBev replaces Heineken after three decades. The beer company has been sponsoring the UEFA Champions League since 1994, originally using the Amstel brand before moving to Heineken in 2005. In 2023, Heineken renewed its partnership through 2027.
