UEFA has entered exclusive negotiations with Relevent Sports to take over the global commercial rights for its men’s club competitions (Champions League, Europa League, Conference League) from 2027 to 2033, ending a 30+ year partnership with TEAM Marketing.

• Relevent already represents UEFA in the U.S. and secured a $1.5B Paramount deal for Champions League rights.

• The agency has strong U.S. ties, owned and co-founded by Stephen Ross (Miami Dolphins owner), with a track record that includes the International Champions Cup, Premier League Summer Series, and bringing El Clásico to the U.S.

• The ECA (European Club Association) now has a bigger say in UEFA’s commercial decisions, which may have played a role in this landmark shift.

• A Champions League Final in the U.S. has long been discussed, and Relevent’s deeper involvement will only further fuel that conversation.

Why It Matters:

This marks one of the biggest commercial shake-ups in European football. With media rights fees plateauing and Relevent committing significant financial investment, the decision to switch may have become more appealing to UEFA heading into the next rights cycle.

It also signals a power shift in football’s commercial landscape, with U.S.-based entities playing a growing role—securing media rights and partnerships, expanding international tournaments, and potentially influencing match locations.

Notably, with the ECA now having greater influence over UEFA’s decisions, clubs are taking more control of their financial future—potentially at the expense of legacy partners.