Heineken will end its long-running sponsorship of the UEFA Champions League in August 2027, concluding a partnership that began in 1994 with the Amstel brand before transitioning to the flagship Heineken label in 2005.

The company confirmed the decision on 30 October following a strategic review of its global sponsorship portfolio, citing a renewed emphasis on investments tied closely to measurable value creation and return on spend.

The announcement follows news that AB InBev has entered exclusive negotiations with UEFA’s commercial arm, UC3, to become the global official beer partner across all men’s club competitions from 2027 to 2033.

The agreement, if finalised, would cover premier tournaments including the UEFA Champions League, Europa League, and Conference League.

Heineken stated that its exit from the competition aligns with an evolving global marketing strategy, focused on platforms that deliver high engagement and sustained brand impact.

The brewer confirmed continued investment in major global sports properties, including Formula 1, where it holds both title and sustainability partnerships, and Premier Padel, an international racket sport it joined as global beer partner earlier this month.

The company also extended its partnership with the UEFA Women’s Champions League earlier this month, securing rights for the 2025–2030 cycle.

Meanwhile, Heineken faces mounting pressure from investors to accelerate performance improvements. Industry analysts note that despite challenges faced across the global beer sector, the company has lagged behind market leader AB InBev in cost efficiency and volume momentum.

Investors argue that Heineken’s relatively larger brewery footprint and higher fixed costs in certain regions may require deeper operational changes, including potential facility rationalisation.

CEO Dolf van den Brink, who has led the €39 billion group since 2020, has outlined a dual-focus approach to sharpen efficiency and stabilise volume performance.

As part of its strategy presented earlier this year, Heineken committed to achieving up to €500m in annual gross cost savings through 2030, while concentrating growth initiatives on 17 priority markets and five core global brands.

The company aims to deliver mid-single-digit annual revenue growth with operating profit and earnings per share rising at a faster pace.

Van den Brink said he expects the beer market to return to approximately 1% volume growth annually once near-term macroeconomic pressures and geopolitical turbulence ease, with Heineken targeting performance ahead of the global category.

Arsenal forward Noni Madueke has praised Nigerians, saying they work hard to make things happen.

He also speaks about his values as someone from the West African nation.

Madueke, who originally hails from Nigeria but plays international football for England, made this statement during an interview to celebrate Black History Month.

When asked what that thing is, which makes him proud but people don’t know about, the winger replied that he really values his Nigerian roots.

“My values, my family values, which have translated into me becoming the footballer that I am today. I am from Nigeria and my parents are Nigerians,” the former Chelsea attacker said.

“Nigerians work hard and we make things happen, so that is something I carried with me, not just in my playing career but in my whole life.”

On who inspired these values in him, Madueke said his father has always been someone he looks up to.“Growing up and just watching my dad work super hard, staying focused, being disciplined and motivated, those attributes definitely inspired me,” he said.

The 23-year-old further spoke about the black footballers who made him believe the game of football was for him, revealing that Arsenal legend Thierry Henry is one of them.

Former Tottenham Hotspur goalkeeper, Alfie Whiteman has retired from football at the age of 27 to pursue a new career in photography and film directing.

Whiteman is already working as a director signed to a production company, Somesuch and has previously worked on Nike campaigns and documentaries in Norway and Ukraine.

Alfie Whiteman has been at the club since he started his career, going on loan stints to Swedish first-tier side Degerfors IF to seek decent playing time.

The third-choice shot-stopper made only one appearance for Spurs in an eight-minute cameo in the UEFA Europa League match against Ludogorets in 2020.

The club’s official statement featured an open explanation from Whiteman himself, offering insight into his reasoning.

“It got to the point where I preferred to end my career on my own terms rather than join a club I simply didn’t want to go to,” he stated.

“When I was younger, I always said I didn’t want to play in the lower leagues; only the highest level ever mattered to me. Otherwise, I’d rather do something different.

“So I just took this step into the unknown and thought: ‘Oh, damn. I’m really doing this.’ Anything can happen.“I’m in complete control of my life, and it’s both really exciting and really scary,” the statement ended.