In a significant shift in the world of sports marketing, the Union of European Football Associations (UEFA) has entered exclusive negotiations with Relevent Sports agency over commercial rights for its men’s club competitions from 2027 to 2033. This move marks the end of an era for Team Marketing, which had held these rights globally since before 1993.
This development comes as a major setback to Team Marketing, which had maintained global control over these rights until recently. The agency's reign ended in 2022 when it sold its US-specific rights to Relevent, breaking its monopoly over UEFA's properties for the first time. However, it retained rights in all other countries. Team Marketing had been primarily dealing with UEFA as a significant client and only established T/Squared agency recently. Its portfolio outside of UEFA was minimal.
The bidding process began in mid-June when UEFA put these commercial rights up for tender. Later that year, they shortlisted Relevent Sports - backed by Stephen Ross, owner of Miami Dolphins NFL franchise - as one of the best-equipped bidders. UC3 oversaw this process; UC3 is a joint venture between UEFA and European Club Association (ECA). UC3 anticipates concluding this process within weeks.
Details about the deal
Bidders were given two options: either submit proposals for a three-year deal (2027-2030) or opt for a six-year tie-up through 2032-33 – an option that Relevent has chosen.
The deal between UEFA and Relevent Sports encompasses a broad spectrum of rights, including sponsorship, broadcast, and licensing across several prestigious tournaments. These include the top-tier UEFA Champions League matches, the secondary Europa League, and third-tier Conference League competitions. Additionally, it covers the annual Super Cup showpiece match as well as youth category competition – The UEFA Youth League. The Futsal Champions League is also included in this comprehensive agreement.
The cycle will commence with the 2027-28 UEFA campaign, which is approximately two-and-a-half years away.
Relevent's previous success
In 2022, 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. After securing rights for the 2024-27 cycle, Relevent 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).
Team Marketing expressed disappointment but pride in their work alongside UEFA over past decades. They stated: “Together, we have built a world-class commercial programme that has delivered over €50 billion in revenue for European club football... While this marks the end of an era, it is not the end of our ambition."
CAA Eleven agency will continue to handle sales and distribution of rights for UEFA’s various international tournaments and competitions. This shift signifies a new chapter in sports marketing as agencies compete to secure lucrative deals with major sporting bodies like UEFA.
