Stella Artois to become official beer of the UEFA Champions League

The Belgian brand has been selected by multinational brewing giant AB InBev to succeed Heineken following a historic sponsorship era spanning more than three decades.

Commencing in the 2027/28 season, a comprehensive global partnership between UEFA and AB InBev will officially take effect. According to Dutch outlet De Telegraaf, AB InBev—whose global portfolio includes Corona, Budweiser, and Stella Artois—selected Stella Artois to anchor its primary presence across Europe's flagship club competition.

The long-term agreement runs through 2033 and is valued at €200 million per season for UEFA, marking a substantial increase over Heineken's current €120 million annual rights fee.

Heineken's departure concludes a 33-year tenure as an official UEFA Champions League partner dating back to 1994. The brand initially served as a key partner alongside Amstel—also part of Heineken N.V.—before becoming the competition's exclusive lead beer partner in 2005.