AB InBev brand Stella Artois will replace the Dutch brewer in a six-year European football agreement.
Heineken will conclude its long-running partnership with the UEFA Champions League in August 2027. AB InBev brand Stella Artois will replace the Dutch brewer as the official beer of the tournament starting in 2027, under a six-year contract running through 2033 that also includes the Europa League and the Conference League.
Heineken's commercial relationship with Europe's top club competition began in 1994 with its Amstel brand, before the flagship Heineken brand took over sponsorship in 2005. The Dutch company had previously announced in 2025 that it would step down from the role once its existing contract expired.
Official financial terms for the incoming agreement were not disclosed. Press estimates value the new contract at approximately 200 million euros per year, representing an increase of around 70% compared with the previous deal, which was estimated at roughly 120 million euros annually.
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