Stella Artois takes over from Heineken in the Champions League

From July 2027, Stella Artois will replace Heineken among the partners of UEFA's European competitions, including the Champions League, the Europa League and the Conference League. The announcement, made this Tuesday late in the day, has a symbolic dimension for Belgium and for Leuven. This transition marks the start of a regular presence of the Belgian label on the biggest stage of European football.

A deal that spans three competitions

The agreement includes not only the Champions League, but also the Europa League and the Conference League, thereby expanding the brand's visibility. The contract falls within the new commercial cycle that will cover the 2027-2028 to 2032-2033 seasons. This duration ensures a continuous presence of Stella Artois for several years.

Stella Artois has a history deeply rooted in Leuven. The Den Hoorn brewery was already active in the city in 1366, long before the creation of the beer. The brand was then launched in 1926 as a Christmas beer for the inhabitants of Leuven.

Today, the Stella Artois brewery remains located in Leuven, as does the headquarters of AB InBev. This proximity reinforces the historic link between the brand and the city, providing a local anchor on a global scale. The group's presence in the city highlights the economic importance of the Belgian brewing sector.

Premium visibility for the brand

Billboards, marketing campaigns and commercial activations around the three competitions will put Stella Artois in the spotlight. In a recent meeting with investors, the Champions League was presented as the premium competition of European football. Stella Artois therefore wants to associate its high‑end positioning with this prestigious image.

For AB InBev, this partnership fits into the brand's international strategy, which is marketed worldwide. The Belgian beer thus joins the group's main brands, strengthening its global visibility. Choosing the Champions League as a showcase reflects the group's ambition in the global market.

Heineken will remain linked to the Champions League until the end of the current season, the current agreement continuing until the end of the 2024-2027 commercial cycle. Thus, the switch from the Dutch green beer to the Belgian beer will only take effect in the summer of 2027. This transition underlines the importance of contractual timing.

For Belgium, Stella Artois' arrival on the European stage constitutes an exceptional showcase. The shift from a Dutch brand to a brand born in Leuven offers unprecedented visibility for the country. From the summer of 2027, the European audience will regularly see the Belgian logo during the biggest matches.