UEFA has opened bidding for the next cycle of media rights to the UEFA Champions League, Europa League, and Conference League across Europe’s five biggest markets—the UK, Spain, Italy, France, and Germany—for the 2027-28 through 2030-31 seasons. It’s the first sales process managed by Relevent Sports, operating via the newly formed Relevent Football Partners after replacing long-time partner Team Marketing.
The governing body’s commercial venture, UC3, which also involves the European Football Clubs body, approved the overall tender in a board meeting in Rome, and all bids are due by November 18.
The structure splits into two parallel processes per market: one for the Champions League, UEFA Super Cup, and UEFA Youth League, and another for the Europa League and Conference League. Globally, UEFA is targeting roughly a 10% uplift on current value, a logical push given strong demand and evolving consumption habits.
What’s changing in the next rights cycle
The headline innovation is an exclusive first-pick package that grants one broadcaster the right to select a single premium UEFA Champions League fixture each gameweek. This creates a consistent, must-watch tentpole that networks can build around with longer studio shows, star guests, and richer data storytelling—a clear nod to modern appointment viewing. UEFA is also introducing a marquee seasonal opener: every season will begin with a standalone Tuesday night match hosted by the reigning Champions League winners, with the remainder of Matchday 1 spread across Wednesday and Thursday.
UC3 co-managing director, Guy-Laurent Epstein, said:
"By introducing a more flexible and globally focused approach, we aim to attract a broader range of partners and ensure UEFA’s club competitions continue to lead the way in sports media innovation. Relevent Football Partners’ expert knowledge of the commercial landscape makes them an ideal partner to help us deliver on this ambition.”
The move to a four-year sales cycle, rather than the traditional three, should encourage broadcasters to invest deeper in production quality and platform features, knowing they have time to recoup. For context, the current three-year cycle (2024-25 through 2026-27) is worth about £2.9 billion per year, with Champions League clubs receiving close to 75% of the rights-sale revenues, Europa League clubs 17%, and Conference League clubs 8%. Presently, TNT Sports and Amazon Prime share live rights in the UK with the BBC handling highlights; Movistar Plus holds rights in Spain; DAZN, Amazon Prime, and ZDF share Germany; Canal+ and M6 split France; and Sky Sports alongside Amazon Prime carry Italy. Those deals run through 2026-27 and set the competitive stage for the new bidding.
Why it matters for fans
For supporters, the first-pick game promises a weekly flagship broadcast with heightened presentation and narrative stakes, while the champions’ Tuesday curtain-raiser should feel ceremonial, driving broader interest beyond club loyalties. For sports betting fans, concentrating audience attention on a designated showpiece typically increases market depth, liquidity, and pricing efficiency—expect broader player props, micro-markets, and live same-game parlays attached to the marquee fixture.
The four-year runway also gives sportsbooks and affiliates time to synchronize product roadmaps with broadcast rhythms, from enhanced data overlays to tighter in-play settlement. As UEFA seeks a higher overall rights value, the cascade effect is more investment across the board, improving visibility and data coverage for both elite and mid-tier ties.
