Belgian brewing giant AB InBev has announced that its Stella Artois brand will become the official beer partner of the UEFA Champions League, Europa League, and Conference League starting in July 2027. The deal, reportedly worth around €200 million per year — significantly more than the approximately €120 million Heineken paid annually — ends a partnership between Heineken and European club football that dates back to 1994, initially through its Amstel brand. The announcement was made by former footballer and Stella Artois global ambassador David Beckham in a video at an investor meeting, underscoring AB InBev's ambition to expand its worldwide visibility alongside existing sponsorships of FIFA and the Olympic Games.