UEFA and prominent European soccer clubs are preparing to sever ties with the Swiss agency that has been managing the sale of Champions League rights since 1992. They are poised to engage the U.S.-based company owned by Miami Dolphins proprietor Stephen Ross, Relevent Sports. This development comes as UEFA announced that Relevent has secured exclusive negotiating rights for the global commercial rights to UEFA’s men’s club competitions from 2027 to 2033.
The UEFA men’s club competitions, which encompass the Champions League, Europa League, Euro Cup, and Super Cup, have generated significant commercial revenues, amassing at least 4.4 billion euros (approximately $4.54 billion) per season until 2027. Previously, these rights were mainly managed by TEAM Marketing, an established partner of UEFA.
This season, the 36 teams competing in the Champions League are set to share around 2.5 billion euros ($2.6 billion) in prize money allocated by UEFA. Influential representatives from the participating clubs advocated for the shift away from TEAM, expressing a desire for a new strategy with Relevent at the helm.
Relevent entered into its first Champions League contract with UEFA in 2022 amidst an ongoing legal dispute with FIFA, which aimed to facilitate the staging of national league games from Europe within the U.S. That lawsuit concluded in April, and shortly after, FIFA indicated it would reassess regulations that restrict “out-of-territory” games.
Initially, Relevent was granted the rights to market only in the U.S. for a three-year span of Champions League matches leading up to 2027, coinciding with the new expanded format featuring additional games.
This American agreement has impacted the global marketing efforts for the prestigious club tournament, a function that has predominantly rested with TEAM Marketing since the European Cup was rebranded three decades ago. UEFA stated that their decision to partner with Relevent followed a competitive tender process that attracted proposals from various international and regional agencies.
TEAM expressed disappointment at the outcome but also pride for their achievements alongside UEFA over the last 35 years, during which they have helped generate over 50 billion euros ($52 billion) for European club football through their collaborative commercial efforts.
As negotiations are expected to conclude soon between Relevent and the joint ventures of UEFA and ECA, the company’s new role as the exclusive sales representative for UEFA men’s club competitions is likely to reignite discussions about potentially hosting a Champions League final in the United States. This idea has been a recurring topic since UEFA President Aleksander Ceferin’s election in 2016.
The final match of the Champions League is unique as it is held on a weekend each year, rendering it a potentially lucrative event for UEFA to present to U.S. audiences, although it could face resistance from traditional fans. The next opportunity for UEFA to solicit bids for hosting will be the title match for the 2027-28 season, coinciding with the new commercial cycle under which Relevent is negotiating.
