Budweiser brewer AB InBev is set to end Heineken’s three-decade-long run as the official beer sponsor of soccer’s Champions League in a statement deal for the competition’s new global sales agent Relevent
ByGRAHAM DUNBAR AP sports writer
October 29, 2025, 4: 49 PM
GENEVA — Budweiser brewer AB InBev is set to end Heineken’s three-decade-long run as the official beer sponsor of soccer’s Champions League in a statement deal for the competition’s new global sales agent Relevent.
Exclusive talks with AB InBev will begin for a six-year deal starting in 2027, said UC3, the joint business venture between Champions League organizer UEFA and the increasingly influential European Football Clubs (EFC) group.
The potential deal would be global and cover all UEFA men’s club competitions for six seasons, UC3 said in a statement. It would likely be worth close to 200 million euros ($232 million) each season.
“Our selection by UC3 reflects our commitment to football and our mega-platform strategy,” AB InBev said in a statement. “We look forward to becoming a great partner to UC3 for years to come.”
It’s the first major deal lined up by Relevent since it was picked this year by the EFC group and UEFA to drive up the value of commercial deals and raise prize money for hundreds of clubs who enter the Cha