UEFA has entered an exclusive negotiation period with Relevent Sports for the commercial rights of Europe’s men’s club competitions for the 2027-33 cycle. The deal, which is expected to be finalised soon, barring unforeseen circumstances, would end UEFA’s long-standing partnership with Team which has handled the commercial aspects of the Champions League, Europa League, and Conference League for over three decades.

In a statement issued on behalf of UC3, the joint venture between UEFA and the European Club Association (ECA), UEFA confirmed that the decision followed an open tender process launched last summer. The process attracted bids from several global and regional agencies. However, UEFA did not specify the reason behind opening the tender despite the competition’s commercial success under Team’s management.

In response, Team acknowledged the development with disappointment. “Naturally, we are disappointed, but we remain incredibly proud of the work we have done alongside UEFA over the past 35 years,” Team’s statement read.

“Together, we have built a world-class commercial program that has delivered over €50 billion in revenue for European club football, growing the value of the UEFA men’s club competitions with each successive cycle. Even in the most challenging market conditions, we have always driven growth and consistently outperformed the market — including a more than 20 per cent increase in the current rights cycle.”

Meanwhile, Relevent Sports’ growing influence in European football is not new. The American agency had already secured the rights sales contract for UEFA’s club competitions in the ongoing 2024-27 cycle.

Relevent was instrumental in securing a US$1.5 billion, six-year broadcast deal with Paramount, ensuring that the Champions League remains on CBS, alongside the Europa League and Conference League. Additionally, The Athletic reported in September 2024 that the German Bundesliga had engaged Relevent to expand its TV rights and sponsorship portfolio. This includes plans for Bundesliga clubs to tour the United States next summer as part of their strategy for international market growth.