Stella Artois Will Become the Beer Partner of the UEFA Champions League From July 2027.
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AB InBev snatches the Champions League from Heineken after 33 years - RetailDetail EU
After more than three decades, Heineken must make way for Stella Artois in the Champions League. For AB InBev, the deal fits into its strategy of linking its biggest brands more closely to global media platforms and sporting events. The brewer is “well on its way,” CEO Michel Doukeris said at the investor day.
Stella Artois will become the official beer partner of the UEFA Champions League, Europa League, and Conference League starting in July 2027. AB InBev announced this. Former footballer David Beckham, the global face and ambassador of Stella Artois, announced the news in a video during a meeting with investors.
Belgian brewery already sponsors tennis tournaments such as Wimbledon and Roland Garros
Historical partner of the Champions League for more than 30 years, the company Heineken will be replaced by its rival AB InBev from the 2027-2028 season. Stella Artois will become the new official beer of the prestigious continental competition.
Stella Artois, brand of AB InBev, will be the official beer of the League of Champions of the Uefa from 2027, replacing Heineken. The change closes a partnership that began in 1994 and that will be closed in August 2027. The definition of the brand was announced on 3rd Friday (22.set.2026), during the Capital Markets Day of AB InBev, according to information from the Dutch newspaper Telegraaf. Former player David Beckham participated in the pres…
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