Story perspectives
AB InBev Offers €200M/Year to Replace Heineken in UEFA Sponsorship
10/30/2025
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Story summary
- Anheuser-Busch InBev (AB InBev) is in exclusive negotiations with UC3, formed in 2025, to replace Heineken as the beer sponsor for European men's club football.
- Heineken's current deal is worth €120 million annually and runs for two more years.
- AB InBev has reportedly offered €200 million per year for a six-year contract starting in 2027.
- It aims to enhance UEFA competition marketing after the 2021 European Super League crisis.
