Stella Artois to replace Heineken as official UEFA beer sponsor

Stella Artois will become the official beer brand for UEFA competitions, including the Champions League, Europa League, and Conference League, starting in July 2027. The Belgian brand, part of the AB InBev portfolio, is set to replace Heineken, which has held the sponsorship for major continental tournaments since 1994.

The partnership was reportedly revealed by David Beckham in an internal video for investors. While the exact financial terms have not been officially disclosed, estimates suggest the sponsorship could be valued at approximately 200 million euros over a six-year period.

This move expands Stella Artois's existing sports portfolio, which already includes partnerships with Wimbledon, Roland Garros, and the ATP. Heineken will maintain its presence in other major sporting events, such as Formula 1.