Stella Artois becomes Champions League beer partner from July 2027

AB InBev will make Stella Artois the Champions League beer partner from July 2027, Belgian public broadcaster VRT NWS reported on 22 September. The deal also covers the Europa League and the Conference League. David Beckham revealed it in a video shown at AB InBev’s investor day.

Heineken ends a UEFA run that started in 1994

Heineken first backed UEFA’s top club competition in 1994, according to VRT NWS. It used its Amstel brand at the start and put the Heineken name on the deal in 2005. Trade site RetailDetail counts 33 years of partnership in total. Neither outlet carried a response from Heineken.

AB InBev is reported to pay about €200m a year

RetailDetail, citing The Athletic, puts the price at about €200m a year. VRT NWS reports the same figure. Both say Heineken paid around €120m a year. The length of the new contract has not been made public.

Stella Artois joins AB InBev’s FIFA and Olympic deals

The brewer already holds large global sports rights. It has been a FIFA partner since 1986 and has served as beer partner of the Olympic Games, VRT NWS notes. RetailDetail says the Champions League fits AB InBev’s plan to tie its biggest brands to global media platforms and major sporting events. Chief executive Michel Doukeris told investors the company is “well on its way” with that plan.

UEFA has been busy on the sponsor side this autumn. Earlier this month it signed its first referee sponsor, workwear brand Strauss. Football is also drawing new sports brands, as shown by On signing Kylian Mbappé for its move into the game.

The 2026/27 season is Heineken’s last as UEFA’s club football beer. Stella Artois takes the slot for three competitions at once, and AB InBev gets a European football asset to sit next to the World Cup. Heineken’s brand teams now have one more season of Champions League campaigns to plan before they need a new football stage.