Heineken to end UEFA Champions League sponsorship in 2027 amid strategic marketing shift 

NETHERLANDS – Heineken will end its long-running sponsorship of the UEFA Champions League in August 2027, concluding a partnership that began in 1994 with the Amstel brand before transitioning to the flagship Heineken label in 2005.  

The company confirmed the decision on 30 October following a strategic review of its global sponsorship portfolio, citing a renewed emphasis on investments tied closely to measurable value creation and return on spend. 

The announcement follows news that AB InBev has entered exclusive negotiations with UEFA’s commercial arm, UC3, to become the global official beer partner across all men’s club competitions from 2027 to 2033.  

The agreement, if finalised, would cover premier tournaments including the UEFA Champions League, Europa League, and Conference League. 

Heineken stated that its exit from the competition aligns with an evolving global marketing strategy, focused on platforms that deliver high engagement and sustained brand impact.  

The brewer confirmed continued investment in major global sports properties, including Formula 1, where it holds both title and sustainability partnerships, and Premier Padel, an international racket sport it joined as global beer partner earlier this month. 

The company also extended its partnership with the UEFA Women’s Champions League earlier this month, securing rights for the 2025–2030 cycle. 

Meanwhile, Heineken faces mounting pressure from investors to accelerate performance improvements. Industry analysts note that despite challenges faced across the global beer sector, the company has lagged behind market leader AB InBev in cost efficiency and volume momentum.  

Investors argue that Heineken’s relatively larger brewery footprint and higher fixed costs in certain regions may require deeper operational changes, including potential facility rationalisation. 

CEO Dolf van den Brink, who has led the €39 billion group since 2020, has outlined a dual-focus approach to sharpen efficiency and stabilise volume performance.  

As part of its strategy presented earlier this year, Heineken committed to achieving up to €500m in annual gross cost savings through 2030, while concentrating growth initiatives on 17 priority markets and five core global brands. 

The company aims to deliver mid-single-digit annual revenue growth with operating profit and earnings per share rising at a faster pace.  

Van den Brink said he expects the beer market to return to approximately 1% volume growth annually once near-term macroeconomic pressures and geopolitical turbulence ease, with Heineken targeting performance ahead of the global category. 

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