Budweiser brewer AB InBev set to take over as Champions League beer sponsor

BARBARA ORTUTAY

October 29, 2025

NYON, Switzerland (AP) -- Budweiser brewer AB InBev is set to end Heineken's 30-year run as the official beer sponsor of soccer's Champions League in a statement deal for the competition's new global sales agent Relevent.

Exclusive talks with AB InBev will begin for a six-year deal starting in 2027, said UC3, the joint business venture between Champions League organizer UEFA and the increasingly influential European Football Clubs (EFC) group.

The potential deal would be global and cover all UEFA men's club competitions for six seasons, UC3 said in a statement.

It's the first major deal lined up by Relevent since it was picked this year by the EFC group and UEFA to drive up the value of commercial deals and raise prize money for clubs.

AB InBev sealing a Champions League deal would add soccer's prized club competition to its longstanding World Cup partnership with FIFA and a three-Olympics deal with the IOC that started last year in Paris and runs through the 2028 Los Angeles Summer Games.

Heineken's beer brands have had exclusive Champions League rights since 1994 and the Netherlands brewer's latest renewal expires in 2027. It was closely tied to UEFA's longtime Switzerland-based sales agency TEAM Marketing which has been dropped in favor of New York-based Relevent.

The influential clubs group rebranded this month as EFC was known to want a more dynamic commercial program and for Relevent to drive higher value deals that would help pay clubs more.

Still, Heineken has a reputation as one of the more lucrative Champions League deals, likely paying more than 100 million euros ($115 million) per season.

Dropping Heineken from the competition would seem to send a clear message to other long-term Champions League backers, which include Sony, PepsiCo and Mastercard.

___

AP soccer: https://apnews.com/hub/soccer

Recommended

The 7 Red Flags Wall Street Won't Talk About - Ad

Elon's $25 Trillion Confession - Ad

Why Are 21 Billionaires Moving Their Money ASAP? - Ad

Marjorie Taylor Greene discloses buying more stocks in October. Here's a look at what she added to her portfolio.

Five 2026 vehicles you should absolutely wait for

Don’t buy that new car yet. If you can wait, you’ll have new 2026 model year options that aren’t out yet. Although some models barely change, others are completely redesigned and often get the latest features and improvements. Whether you’re interested in improved fuel economy, cutting-edge technology, or maybe just fresh and distinctive styling, there’s likely a car on the horizon that you’ll be interested in. To ensure you don’t miss out on the latest and greatest, the car experts at Edmunds highlight five vehicles you should consider waiting for.

November 18 Changes the Microchip Game - and Investing

November 18 Changes the Microchip Game - and Investing - Ad

George Gilder-dubbed "America's #1 Futurist"-says while everyone's chasing AI, the real opportunity is in a 4-nanometer tech millions of times more complex. It's not another chip - it replaces them. Now built in Arizona, Gilder says 3 companies tied to this "super-convergence" could soar.

3 Communication Stocks Making Big Moves On Value Metrics

Three communication service stocks posted sharp gains in Benzinga's value rankings this week, highlighting renewed investor interest in the sector. Here's what investors need to know.

Italian police seize $1.5B in assets from Campari's controlling shareholder amid tax fraud probe

MILAN (AP) — Italian tax police said they are seizing assets worth 1.29 billion euros ($1.5 billion) from a Luxembourg-based holding company's shares in spirits maker Campari Group as part of a fraud investigation.

On November 18, a powerful new law signed by President Trump will trigger a radical shift in America's money system...

On November 18, a powerful new law signed by President Trump will trigger a radical shift in America's money system... - Ad

When a small group of private companies - not the Fed - will perform a major mint of a new kind of money. And those who act before this new system fully kicks in could see gains as high as 40X by 2032. But those who fail to prepare will be blindsided by this sea change to the U.S. dollar.

Shaquille O'Neal's $180,000 Range Rover Stolen in Suspected Hacker Heist

The custom Range Rover belonging to Shaquille O'Neal has been stolen, reportedly due to a cyber attack.

Best ETF For The Critical Minerals Boom? Here Are Rare Earth Winners

Here's how VanEck's REMX and Amplify's BATT stack up in the fight for dominance over critical minerals and the clean energy supply chain.

Elon's New Device Could Launch Biggest IPO of the Decade

Elon's New Device Could Launch Biggest IPO of the Decade - Ad

Elon Musk's new device is being called a "game-changer"-and even the White House is using this tech. Jeff Brown says it could launch Musk's next trillion-dollar company and make early investors rich. You can claim a stake now for as little as $500.

Donald Trump Jr.-Linked Drone Maker Unusual Machines Wins Major Pentagon Deal

Unusual Machines secures its largest Pentagon drone contract to date, with Trump Jr. serving as an adviser but not involved in the deal.

Jim Cramer Warns 'Don't Be Fooled' Because Speculators In Gold, Quantum And Nuclear Energy Aren't Going Down 'Without A Fight'

Former hedge fund manager and renowned CNBC TV host Jim Cramer is sounding the alarm on certain speculative pockets of the market, urging investors to sell into the "snapback" momentum if they haven't already done so.

Seven AI Unicorns. One Investment.

Seven AI Unicorns. One Investment. - Ad

Discover the new standard for venture investing. Introducing The Standard Fund, seven sought-after pre-IPO AI companies packaged into a single institutional-grade fund.

The stock market is breaking records. Time for a gut check

NEW YORK (AP) — Almost everything in your 401(k) should be coming up a winner now. That makes it time for a gut check.

Taiwan Didn't Steal US Chip Jobs, It Helped Create Them, Says Tech Insider

Taiwan Semiconductor Manufacturing Co stands at the heart of global chip production, powering US tech giants and fueling growth.

Is Elon's Empire Crumbling?

Is Elon's Empire Crumbling? - Ad

Jeff Brown - the legend who called Tesla and Nvidia early - says Elon is about to launch a $25T AI revolution. This isn't another chatbot. It's real-world AI that could 14X the impact of ChatGPT. But after January 29, it may be too late.

MP Materials, USA Rare Earth, Energy Fuels Shares Are Moving Lower: What's Going On?

Share of rare earth stocks are trading lower Monday amid potential U.S.-China negotiations that could delay export controls.

Social Security Faces Insolvency In 7 Years — Committee Proposes COLA Cap For Wealthier Retirees

Proposal to limit Social Security COLAs for high earners aims to prevent insolvency. Checks may increase by 2.8% in 2026.

The Tesla Shock Nobody Sees Coming

The Tesla Shock Nobody Sees Coming - Ad

While headlines scream "Tesla is doomed"...Jeff Brown has uncovered a revolutionary AI breakthrough buried inside Tesla's labs. One that is helping AI escape from our computer screens and manifest itself here in the real world all while creating a 25,000% growth market explosion starting as early as January 29.

Toyota Records 4th Straight Month Of Production Growth Amid Strong US Demand

Toyota sees 11.1% increase in production in September due to strong US demand as YTD sales reach 7.8 million in 2025.

Chipotle Vs. Wingstop: Analyst Flags Income, Diversity Gaps

Wingstop's less affluent customer base may face short-term pressure; whereas Chipotle has pricing flexibility.

Tap Into the "Future of America"

Tap Into the "Future of America" - Ad

This Wall Street legend is stepping forward with a new bold claim... And an incredible opportunity to tap directly into an energy source that's being called the "Future of America." This strategy returned 10x the oil market in March, and Larry has found examples of this strategy returning 54%, 65%, and 176% since.

Eli Lilly's Oral Weight Loss Drug Shows Superiority Over Two Approved Drugs

Orforglipron meets key endpoints in Phase 3 trials, showing A1C reduction, weight loss, and cardiovascular benefits for type 2 diabetes.

Nvidia, TSMC Unveil The First US-Made Blackwell Wafer, But Analyst Ming-Chi Kuo Flags This Overlooked Detail

Nvidia Corp (NASDAQ: NVDA) has introduced the first U.S.-made Blackwell wafer, a crucial component for AI chips, at Taiwan Semiconductor Manufacturing Co's (NYSE: TSM) facility in Phoenix.

The 7 Red Flags Wall Street Won't Talk About

The 7 Red Flags Wall Street Won't Talk About - Ad

All 7 historic crash signals are flashing red. Once the public notices, it's too late. Our free Bellwether Signal explains how to protect wealth - and why gold and silver have been the refuge in every crisis. Don't let your retirement go over a cliff.

Donald Trump Faces 'No Kings Day' Protests As Millions March Nationwide, GOP Stays Silent Amid Authoritarianism Claims

Millions rallied nationwide against Trump, with top lawmakers supporting protests and condemning Trump's consolidation of power.

Rigetti, MP Materials, And STMicroelectronics Are Among Top 10 Large Cap Losers Last Week (Oct. 20-Oct. 24): Are the Others in Your Portfolio?

Large-cap losers last week included RGTI, STM, QBTS, SMR, DECK, HMY, MP, ASTS, OKLO, FRMI amid guidance misses, downgrades headwinds.

Elon's $25 Trillion Confession

Elon's $25 Trillion Confession - Ad

Elon Musk: "Tesla will become a $25 trillion company." That would make Tesla 8x bigger than Apple today. How is that possible? He admits it's all thanks to this one AI breakthrough that will take AI out of our computer screens and manifest a 250x boom here in the real world.

Journalists turn in access badges, exit Pentagon rather than agree to new reporting rules

WASHINGTON (AP) — Dozens of reporters turned in access badges and exited the Pentagon on Wednesday rather than agree to government-imposed , pushing journalists who cover the American military further from the seat of its power. The U.S. government has called the new rules “common sense.”

After winning Trump's $20 billion, President Milei must win votes as Argentine industry reels

BUENOS AIRES, Argentina (AP) — The factory floor used to roar.

Why Are 21 Billionaires Moving Their Money ASAP?

Why Are 21 Billionaires Moving Their Money ASAP? - Ad

One of the biggest stock market events in 25 years is rapidly unfolding... The economist who predicted the 2008 Financial Crisis says it will be: "The Biggest Crash of Our Lifetime." Starting November 19 it could cut the entire tech marketing by HALF.

Elizabeth Warren And Adam Schiff Introduce Senate Resolution Condemning Trump's Pardon Of Changpeng Zhao

Senators Elizabeth Warren (D-Mass.) and Adam Schiff (D-CA) are introducing a Senate resolution condemning President Donald Trump‘s pardon of Binance (CRYPTO: BNB) founder

Nvidia's New Partner And Rival: Intel, AMD Witness Improving Technical Indicators Amid Solid Momentum Gains

Nvidia's new partner, Intel, and rival AMD show strong momentum gains, reshaping the semiconductor landscape.

November 18 Changes the Microchip Game - and Investing

November 18 Changes the Microchip Game - and Investing - Ad

IonQ Shares Are Trading Lower Monday: What's Going On?

IonQ shares were trading higher Monday but have since reversed and began trading lower.

Why Is BTQ Technologies Stock Up Today?

Shares of BTQ Technologies Corp. (NASDAQ:BTQ) are rising Thursday after the company announced that it reached a significant technological milestone.

On November 18, a powerful new law signed by President Trump will trigger a radical shift in America's money system...

On November 18, a powerful new law signed by President Trump will trigger a radical shift in America's money system... - Ad

NFL owners approve sale of 10% of the New York Giants to Julia Koch and her family

NEW YORK (AP) — NFL owners voted to approve the to Julia Koch and her family, Commissioner Roger Goodell said Wednesday.

Why Is Trump Memecoin Soaring As Bitcoin, Ethereum Tumble?

The Official Trump (CRYPTO: TRUMP) memecoin erupted into a double-digit rally on Wednesday amid reports that the project's issuer is in talks to buy crowdfunding platform Republic.

Elon's New Device Could Launch Biggest IPO of the Decade

Elon's New Device Could Launch Biggest IPO of the Decade - Ad

Japan's exports and imports grow in September despite Trump's tariffs

TOKYO (AP) — Japan’s exports grew 4.2% in September, according to government data Wednesday, on robust shipments to Asia that offset a decline in exports to the U.S., which were impacted by President Donald Trump’s tariffs.

Trending Now