In a groundbreaking shift, UEFA and the European Club Association (ECA) are poised to end their long-standing partnership with the Swiss-based TEAM Marketing agency. Since 1992, TEAM has been responsible for selling global broadcasting rights for UEFA's premier club competitions. However, a new era is on the horizon as New York-based Relevent Sports, owned by Miami Dolphins owner Stephen Ross, takes center stage

Relevent Sports to Secure Exclusive Negotiations for UEFA Club Competitions

UEFA has announced that Relevent Sports has been granted exclusive negotiating rights for the global commercial sale of UEFA men's club competitions for the 2027-2033 cycle. This includes prestigious tournaments such as the UEFA Champions League, Europa League, Conference League, and Super Cup. The decision comes as a result of a competitive bidding process that attracted interest from several international and regional agencies.

Financial Implications of the Landmark Deal

The UEFA men’s club competitions are among the most lucrative sporting events worldwide, generating a staggering gross commercial revenue of at least 4.4 billion euros (.54 billion) in the ongoing season alone. The transition to Relevent Sports signals a strategic move aimed at maximizing financial returns and expanding the global footprint of UEFA’s club competitions.

Relevent's Growing Influence in Global Soccer

Relevent Sports has been steadily increasing its presence in the global soccer landscape. In 2022, the company secured an exclusive deal to market UEFA’s U.S. broadcast rights for three seasons, set to run through 2027. The agreement was part of the Champions League’s newly expanded format, which introduced additional games to the tournament structure.

This marked a significant shift as it signaled UEFA’s willingness to explore alternative marketing approaches outside of TEAM Marketing’s global framework. The latest development underscores Relevent’s growing influence in European club football’s commercial sphere.

The End of a 33-Year Partnership with TEAM Marketing

For more than three decades, TEAM Marketing played a pivotal role in promoting and securing broadcasting rights for UEFA’s club competitions. The agency was instrumental in the rebranding of the European Cup into the UEFA Champions League in 1992, transforming it into one of the most commercially successful sports properties in the world.

The decision to part ways with TEAM Marketing represents a bold shift in UEFA’s commercial strategy, one that reflects the evolving dynamics of the global sports media industry.

Next Steps: Finalizing the Relevent-UEFA Deal

According to UEFA’s latest statement, a finalized deal between Relevent Sports and the UEFA-ECA joint venture is expected within the coming weeks. If confirmed, this agreement will reshape the commercial structure of UEFA’s club tournaments, ushering in a new era of strategic partnerships and media distribution for European football.

The potential impact of this transition will be closely watched by industry experts, broadcasters, and football clubs, all of whom stand to be affected by the shifting landscape of UEFA’s global rights distribution.