AB InBev snatches the Champions League from Heineken after 33 years

After more than three decades, Heineken must make way for Stella Artois in the Champions League. For AB InBev, the deal fits into its strategy to link its biggest brands more closely to global media platforms and sporting events. The brewer is “well on its way,” CEO Michel Doukeris said at the investor day.

Significantly more expensive

AB InBev signed the agreement with the European soccer association UEFA late last year. According to the sports website The Athletic, the brewer is paying approximately 200 million euros per year for the rights. Heineken reportedly pays around 120 million euros per year for its current sponsorship package. David Beckham, ambassador for Stella Artois, announced the switch on Tuesday during AB InBev’s investor day.