World: AB InBev in talks to secure UEFA sponsorship

AB InBev is gearing up to become the global official partner in the beer category for all Union of European Football Associations (UEFA) men’s club competitions from 2027 to 2033. db reports.

The UC3, the joint venture between UEFA and European Football Clubs (EFC) that oversees competitions, has agreed to enter an exclusive negotiation period with AB InBev.

The move is set to end Heineken’s term as the official beer sponsor and steal the top sponsorship spot.

The negotiations mark the beer category’s first global sponsorship sales process initiated for the 2027-33 commercial cycles.

The decision by UC3 follows a competitive bidding process launched in October by UC3, supported by its global marketing and sales agency Relevent Football Partners.

Speaking to the drinks business, an AB InBev spokesperson said: “Our selection by UC3 reflects our commitment to football and our mega-platform strategy.”

The spokesperson told db: “The UEFA men’s club competitions will allow our brands to create more memorable experiences for fans globally and reinforce that beer and sports are better together. We look forward to becoming a great partner to UC3 for years to come.”

AB InBev is no stranger to raising the profile of its brands via sponsorship deals. The beer giant recently struck a global partnership with Netflix to bring its beer brands into the heart of streaming culture. Added to this, it also ran a global campaign for this year’s FIFA Club World Cup for its Budweiser brand.