Heineken out of the Champions: Stella Artois takes over in 2027-28

A new era is coming for the Champions League: according to RMC Sport, Heineken will stop being the competition’s official beer after 33 years of partnership.

The shift in sponsorship

The replacement arrives in the 2027-28 season, when Stella Artois will take over the role held by the Dutch brand for more than three decades, per RMC Sport citing Belgian press. The deal is set to run until 2033.

RMC Sport frames the move as part of the UEFA’s ongoing efforts to structure its competitions and secure their financial future through sponsors, following the introduction of a new format three years ago intended to counter the Super League project.

AB InBev welcomes the spotlight

The change comes through AB InBev, which oversees Stella Artois. RMC Sport adds that, during an investor-focused day, the group’s global marketing director celebrated what the partnership will bring.

Marcel Marcondes said the deal will ensure visibility not only on match weekends, but also from Tuesday to Thursday for 10 months each year.

RMC Sport also notes that David Beckham, an international ambassador for Stella Artois since 2024, will remain one of the faces of the brand’s European campaigns.

Finally, RMC Sport reports that AB InBev confirmed the move in a statement: from July 2027, Stella Artois will be the official beer partner of the UEFA Champions League, as well as the Europa League and the Conference League.