U.S.-Based Agency to Take Over Champions League Commercial Rights from Swiss Firm TEAM Marketing
With the tagline “building football globally,” RELEVENT SPORTS is continuing to make its mark on the landscape of professional soccer.
UEFA and the European Club Association are set to hand over global commercial rights for the Champions League and other top club competitions to Relevent Sports. This move marks a major shift from long-time partner TEAM Marketing and signals potential new opportunities in the U.S. market.
In a landmark shift, UEFA and the European Club Association (ECA) are poised to entrust the global commercial rights of their men’s club competitions to Relevent Sports Group, a U.S.-based firm owned by Miami Dolphins proprietor Stephen Ross. This move signals the end of a decades-long partnership with Switzerland’s TEAM Marketing, which has managed these rights since 1992.
Relevent Sports Group has been granted exclusive negotiating rights for the 2027-2033 cycle, encompassing prestigious tournaments such as the UEFA Champions League, Europa League, Conference League, and Super Cup. This decision emerged from a competitive tender process that attracted multiple global and regional agencies.
Relevent’s relationship with UEFA began in 2022 when it secured the U.S. media rights for the Champions League for the 2024-2027 cycle. This partnership marked a departure from the traditional European-centric marketing strategy, highlighting the growing importance of the U.S. market in European football’s commercial landscape.
The appointment of Relevent as the exclusive sales agent has reignited discussions about potentially hosting a Champions League final in the United States. UEFA President Aleksander Čeferin has previously acknowledged this possibility, noting the commercial appeal and expanding fan base in the U.S. The earliest opportunity for such an event would be the 2027-2028 season, aligning with the commencement of Relevent’s new rights cycle.
As negotiations progress, a confirmed agreement between Relevent and the UEFA-ECA joint venture is anticipated within weeks. This partnership is expected to reshape European club football’s global marketing and commercialization, potentially introducing innovative strategies and expanding the sport’s reach, particularly in the American market.
TEAM Marketing expressed disappointment after their long-standing partnership with UEFA. Still, it took pride in its collaborative achievements over the past 35 years, which have generated over €50 billion in revenue for European club football.
This strategic move underscores UEFA’s commitment to evolving its commercial strategies and capitalizing on emerging markets, ensuring its premier club competitions’ continued growth and global appeal.
Source: Press Release
