UC3
UC3 enters exclusive negotiations with Anheuser-Busch InBev for UEFA men’s club competition sponsorship
—Beer category marks the first global sponsorship sales process initiated for the 2027-33 commercial cycles
—-UC3, the joint venture between UEFA and European Football Clubs (EFC) that controls and manages the strategic marketing, sales and delivery of commercial rights for UEFA club competitions, has agreed to enter an exclusive negotiation period with Anheuser-Busch InBev (AB InBev) to become the global official partner in the beer product category for all UEFA men’s club competitions (excluding the UEFA Youth League) from 2027 to 2033.
The decision by UC3 follows a competitive bidding process launched in early October by UC3, supported by its global marketing and sales agency Relevent Football Partners.
No further comment will be made in the meantime.
About UC3
UC3 unites European football’s governing body UEFA and European Football Clubs (EFC), representing more than 800 top European clubs, around a new vision for managing commercial rights to UEFA’s Club Competitions (the “UCCs”). It is the company responsible for exclusively managing all commercial aspects of the UCCs and creating value for our partners. UC3 oversees the management, sales and delivery of all commercial rights (including media, sponsorship and licensing rights) for UEFA’s elite men’s and women’s club competitions.
About Relevent Football Partners
Relevent Football Partners is a wholly owned subsidiary of Relevent, purpose-built to commercialise the UEFA Men’s Club Competitions globally. An independent entity, the agency is tasked with providing UC3 — the joint venture between UEFA and the European Football Clubs (EFC) — strategic and sales support in the worldwide marketing and sale of media, sponsorship and licensing rights for the UEFA Champions League, UEFA Europa League, UEFA Conference League, UEFA Super Cup, UEFA Youth League and the UEFA Futsal Champions League. The company is part of the Stephen Ross’ portfolio — including iconic properties like the Miami Dolphins, Hard Rock Stadium, F1 Miami Grand Prix, and Miami Open Tennis as well as real estate development firms Related Ross and Related Companies and luxury fitness brand Equinox. Relevent Football Partners and its dedicated management and operational team is headquartered in London with satellite offices in New York and Miami, with Doha and Southeast Asia to follow.
