Dutch brewing giant Heineken will end its long-running sponsorship of the Champions League in 2027, bringing more than three decades of partnership with Europe’s top club football competition to a close.

The Dutch brewer said it would not renew its contract when the current deal expires. “It’s been a great ride,” the company said, reflecting on 30 years of involvement with the tournament.

Heineken will remain active in other major sports, including Formula 1, and earlier this month announced a global partnership with Premier Padel, described as the world’s fastest-growing sport.

According to UC3, a joint venture between European football body UEFA and the European Club Association (EFC), exclusive talks are under way with Belgian brewing group AB InBev to become the new Champions League sponsor. The company owns brands including Jupiler, Leffe, Hoegaarden and Stella Artois.

Heineken’s decision marks the end of one of the longest-running sponsorships in European sport.