AB InBev in talks to replace Heineken as UEFA beer sponsor
Brewer AB InBev is in talks to replace Heineken as UEFA’s new beer sponsor for all men’s European football competitions. UC3, a partnership between UEFA and the umbrella organisation of European football clubs, EFC, announced the talks on Thursday.
The exclusive negotiations relate to the sponsorship of competitions including the men’s Champions League for the period 2027-2033. The decision was made after a bidding competition launched in early October. UC3 has not provided any further comment.
AB InBev, based in Leuven, brews major brands such as Corona, Stella Artois and Bud.
“Our selection by UC3 reflects our commitment to football and our strategy with mega platforms,” said a spokesperson for the brewer. “We look forward to becoming a major partner of UC3 for years to come.”
The Champions League is currently sponsored by Dutch brewer Heineken, among other brands. AB InBev would be taking over that contract. According to AP and The Athletic, the sports section of The New York Times, the contract is worth 200 million euros a year. Heineken’s current contract is worth 120 million euros a year.
AB InBev is the world’s largest brewer, followed by Heineken. The two are competitors in many countries, including their home markets. In the Netherlands, according to research firm NielsenIQ, Heineken is no longer the best-selling brand in supermarkets, having been replaced by AB InBev’s Hertog Jan.
The company already sponsors the Olympic Games with its Corona Cero brand. It is also the beer sponsor for the World Cup, with Budweiser, and has deals with the Wimbledon and Roland Garros tennis tournaments.
#FlandersNewsService | Illustration © PHOTO BELPRESS
Related news
