- Heineken leaves the Champions League after 30 years
- AB InBev strengthens its mega-platform strategy (FIFA, IOC, UCL)
- Opportunity for premium brands and more consumption moments
It’s just business.
After three decades, the Champions League is set to have a new beer sponsor.
Heineken decided “to focus our sponsorships on platforms where spend is proportionate to value creation, ensuring return on investment.”
Even though it’s not an easy property to let go, it’s a strong reminder that data sits above everything else.
No sponsorship is completely safe.
All proposals must not only deliver results but also bring the best offer to the table.
It won’t necessarily be the most lucrative contract, but money will always be a relevant factor.
AB InBev’s deal for 2027–2033 to become the global official beer partner for all UEFA men’s club competitions reinforces their “mega-platform” strategy in sports, following existing partnerships with FIFA and the IOC.
Unlike the FIFA World Cup or the Olympics, this acquisition adds frequency to their portfolio. More touchpoints, more consistency, and more opportunities to sell beer with an annual, eight-month tournament.
Seeking to create more memorable experiences for fans worldwide and to expand their portfolio across multiple consumption moments, the UCL would serve as a platform for AB InBev’s premium brands.
The contract would represent a significant jump: from Heineken’s €120m annual fee to AB InBev’s €200m, a 66% increase.
If confirmed, AB InBev would face big challenges, including:
01) Business. Activating globally and locally to generate enough incremental revenue.
02) Brand. Replacing Heineken as the UCL’s top-of-mind beer.
03) Clients. Building strong, relevant relationships with fans across the world.
In the end, data will tell whether this was an expensive decision, or a strategic one.
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