European soccer's governing body UEFA and the Relevent Sports agency have formalized the deal through which the firm will be the exclusive commercial rights-holder for UEFA’s array of men's club competitions between 2027 and 2033.
The deal has been signed off and unveiled by both parties following the initial news in mid-February that a period of exclusivity was underway. Relevent, based in the US and backed by Stephen Ross – owner of the Miami Dolphins NFL franchise – will replace long-time UEFA partner Team Marketing, for which the loss of this contract represents a serious blow.
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Guy-Laurent Epstein, co-managing director at UC3, has said: “Building on the success of the new UEFA men’s club competitions, we see a need to keep innovating and bringing new approaches and fresh ideas to the market. We are confident that our already flourishing partnership with Relevent will be a part of taking us to the next level, creating significant incremental value for the competitions, partners, and fans.”
Danny Sillman, chief executive and co-founder at Relevent, added: “We are honored to partner with UC3 in representing the rights to UEFA’s men’s club competitions globally — including some of the most iconic and historic properties in global sports. We understand the history and significance, and plan to deliver on the potential for growth with fans and commercial partners around the world.”
UEFA explained that Relevent “presented an innovative, dynamic, and forward-looking vision” for the club competitions and that it “demonstrated a comprehensive understanding of how to maximize value to all stakeholders.”
The appointment has been made by UC3, the joint venture between UEFA and the European Club Association (ECA).
It covers the elite UEFA Champions League, second-tier Europa League, and third-tier Conference League, as well as the annual Super Cup showpiece match, UEFA Youth League youth category competition, and the Futsal Champions League – also organized by UEFA – for six seasons between 2027-28 and 2032-33.
Media, sponsorship, and licensing rights are covered, and the sales process for these packages is “expected to launch” by European summer this year.
The tender process to select a commercial rights partner first went live last June and gave bidders the chance to submit proposals for either a three-year deal (2027 to 2030) or a six-year tie-up through 2032-33, the option that Relevent has taken.
Relevent is now set to build out a vehicle with the exclusive remit of commercializing the UEFA club competitions.
Team has held these rights – up until the last few years, globally – since the top-tier UEFA Champions League was created in 1992, a milestone that marked the start of the modern era of UEFA’s pan-continental competitions.
The agency had been the worldwide rights holder until 2022 when rights were sold (in the US specifically) to Relevent – this broke Team's hegemony over the properties for the first time, although it did still retain rights in all other countries.
Three years ago, when Team lost global rights for the first time and Relevent swooped in the US, the latter agency prevailed after offering $250 million for that specific package, it was reported at the time.
After securing the rights for the 2024-27 cycle, Relevent then concluded a broadcast deal for the Champions League in the US with Paramount, worth $1.5 billion over six seasons (2024-25 through 2029-30).
The CAA Eleven agency handles the sale and distribution of the portfolio of rights for UEFA’s various international tournaments and competitions, while Two Circles does the same for the body's array of women's club competitions.
When the exclusivity period was announced last month, GlobalData Sport's head of sponsorship, Conrad Wiacek, explained: “While Team has grown and developed the Champions League within Europe and turned it into a commercial behemoth, the reality is that there is an opportunity for UEFA in markets such as North America, where media rights and sponsorship can be further developed.
“By taking on an agency with roots in that market, the direction of travel for UEFA is clear. There is an opportunity, with the soccer world focused on the US for the next 18 months ahead of the 2026 World Cup, to capitalize on the interest that tournament will bring. Following the last FIFA World Cup there, Major League Soccer was born and soccer’s popularity has continued to grow. Following the next World Cup, UEFA will be hoping its showpiece tournaments will be firmly embedded in the US market.”
