AB InBev set to pour into Champions League with €1.2bn beer sponsorship
October 30 – Heineken’s official beer sponsorship of the Champions League that began in 1994 looks set to end after Budweiser brewer Anheuser-Busch InBev announced it was in exclusive negotiations for the rights to all UEFA’s men’s club competitions.
Talks are around securing a six-year deal starting in 2027 and running through to 2033, with AB InBev becoming the global official partner in the beer product category.
UC3, UEFA’s joint venture marketing agency with EFC said UC3,
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